The research model identifies differences in consumer ethnocentric tendencies in terms of demographic and social psychological characteristics. The research was conducted on the division of the Split-Dalmatia county in the towns; Split, Omis, Makarska, Imostki, Trogir and Sinj. During the survey, 420 persons were questioned and a quota pattern which was used with respect to the place of residence. In the paper hypotheses were tested to investigate differences in consumer ethnocentrism with regard to demographic and socio-psychological factors. The hypotheses of demographic marking for gender, age, marital status, and education are accepted and the hypotheses of the place of residence and the monthly revenue are not accepted. The results of the research show that men have more pronounced tendencies of consumer ethnocentrism than women, unmarried persons have more pronounced tendencies of consumer ethnocentrism than those who are married, persons with higher education have higher tendencies of consumer ethnocentrism than those with lower education, young people have more pronounced tendencies of consumer ethnocentrism than older people. All hypotheses of the socio-psychological characteristics are accepted. The research suggests that people traveling to foreign countries and having a more expressive desire to travel have a higher degree of consumer ethnocentrism than those who travel less and have a lower desire to travel, religious people have less pronounced tendencies of consumer ethnocentrism than people who are not declaratively religious and people who are not satisfied with their life have more pronounced consumer ethnocentrism tendencies than people who are satisfied with their life.