It has been twenty plus years since the breakup of the Soviet Union and Yugoslavia left handfuls of countries newly independent and transitioning to a market economy. In this period, transitional markets have faced major economic, social and political changes, and increasing competition. In this evaluative context where countries in transition have experienced a strong process of westernization of consumer behaviour, the link with the former controlling country may still survive. The purpose of this study is to examine whether transitional economies have maintained consumer ethnocentrism behaviour models nearer to their former controlling country or if they more resemble their Western neighbours.
