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The study discloses the relationship between consumer ethnocentrism (CE) and behavior in the Lithuanian market of dietary supplements. The correlation between the CE level and consumers' demographic characteristics, as well as consumers' perceptions on quality and safety of local-made and imported dietary supplements are discussed. The relationship between the CE level and factors influencing purchase decisions is presented and discusseddoi:10.1016/j.sbspro.2014.11.222 fatcat:y2bclb2b6jaznkyk5cbbsxzzju