The article aims to contribute to the growing literature of ethnic consumption in Romania. Based on empirical researches we study the characteristics and possible explanations of the ethnocentric behavior in consumption among ethnic Hungarians from Romania. Both the results of a representative survey among Hungarians from Transilvania, and of an online survey among Hungarian students from Cluj Napoca show that the ethnocentric behavior in economic transactions, including consumption, is an existing phenomenon in the ethnic Hungarian community from Romania. The main conclusion of the article is that the issue can be approached from more theoretical perspectives: both the structural approach of the new economic sociology and the socio-economics` perspective focusing on the rational choices of the individual are useful in describing and explaining ethnocentric behavior in consumption.

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