Koncept potrošačke odbojnosti, Klein, Ettenson i Morris (1998, 90) definirali su kao ostatak antipatije povezane s prethodnim ili trenutnim vojnim, političkim ili ekonomskim događajima. Potrošačka odbojnost u Bosni i Hercegovini (BiH) istraživana je anketnim ispitivanjem na reprezentativnom uzorku (n=1000) na razini cijele države. Metodologijski pristup odbojnosti zasnovan je na osobnoj percepciji ispitanika o ulozi razmatranih zemalja u ratu u BiH. Zemlje razmatrane u istraživanju ujedno su i najvažniji vanjskotrgovinski partneri BiH: Hrvatska, Srbija, te EU kao regija. Rezultati ovog istraživanja pokazuju kako se građani BiH, koji pripadaju različitim etničkim skupinama, ne slažu oko pitanja uloge razmatranih zemalja u ratu u BiH. Pokazalo se, također, kako u multikulturnom kontekstu BiH etnička pripadnost ima određujuću utjecaj na razinu i smjer potrošačke odbojnosti, koja opet bitno utječe na potrošačko vrednovanja razmatranih zemalja kao i njihovih proizvoda.The concept of consumers’ animosity Klein, Ettenson and Morris (1998, 90) defined as remaining of the antipathy connected to previous or ongoing military, political or economic events. The consumers’ animosity in Bosnia and Herzegovina (B&H) was researched on a representative sample (n=1000) using a pull questionnaire method at the state level. The methodological approach to animosity is based on personal perception of the examinees on the role of considered countries in the war in B&H. The countries considered in this research are also the most important foreign trade partners of B&H: Croatia, Serbia and the EU as a region. The results of this research show that the citizens of B&H country, who belong to different ethnic groups, disagree on the matter of the role of considered countries in the war in B&H. It was also found that in the case of consumers’ animosity ethnic belonging in multicultural context of B&H has determinant role. Ethnic belonging has great influences on the level and direction of consumers’ animosity as well as on evaluation of considered countries and their products from the perspective of consumers’ animosity
