Domestic or foreign: The relationship between national identity and brand choice among Serbian consumers

Abstract

This study examines how Serbian consumers relate to the “Made in Serbia” label and whether this influences their choice of domestic brands. My focus was on how much national origin matters in consumer decisions today. Another important question was whether choices are driven by emotional attachment or rational consideration. The online survey received 294 valid responses, primarily from urban consumers of working age. According to the results, the “Made in Serbia” label is associated with a fundamentally positive attitude, but support is conditional: most people choose domestic products if they are competitive in terms of quality and price. Older respondents generally have a stronger attachment to domestic origin, while younger respondents tend to be more influenced by practical considerations. Overall, the study shows that domestic origin is not a decisive factor in itself, but it is an important basis for trust. The “Made in Serbia” label can become a real advantage if the product behind it is reliable, modern, and authentic; in other words, if it is not only domestic but also of good quality.