Students’ attitudes towards ethnic entrepreneurship

Abstract

The relevance of studying attitudes towards ethnic entrepreneurship is due to its increasing role not only as an economic but also as a social phenomenon in the globalization process. Such a group as student youth has been chosen for the study, since one of its key characteristics is a low level of tolerance, which can be expressed in the lack of tolerant attitudes towards social groups, including ethnic groups. The migrant and national approaches to understanding ethnopreneurship have been distinguished, the classification of which depends on the actor or product orientation. The purpose of the study is to reveal students’ attitudes towards ethnic entrepreneurship and the factors influencing it. The study was based on the results of a survey of student youth aged 18–24 years old. The following factors have been analyzed – gender, age group, and course of study. Students’ attitudes towards ethnopreneurship have been studied through analyzing the following empirical indicators: understanding of the ethnic entrepreneurship essence, willingness to purchase and reasons for purchasing ethnic goods, and attitudes towards ethnic products. The presence of blurring of the boundaries of the ethnic entrepreneurship concept has been established. Students have a high level of interest in authentic products of ethnopreneurship. The results of the conducted research on the attitude of student youth to ethnopreneurship can be useful for marketing strategies and can also contribute to building constructive intercultural communication.

Keywords

• ethnic entrepreneurship
• migrant approach
• national approach
• authentic ethnic entrepreneurship
• students
• youth
• ethnophore