A Study of Consumer Ethnocentrism: Review of Antecedents and Consequences

Abstract

The transformation of markets across the globe subsequent to the celerity in the pace of globalization ushered in the opening up of markets all over the globe. Globalization of markets and relaxation of trade barriers furthered the free entry of multinational corporations, providing consumers with an ever-expanding variety of foreign product choices. The focus on conventional elements, like price and quality, is not enough to generate ample revenues for firms. Literature suggests that consumers are guided by patriotic feelings that pitch an ethical virtue to accentuate positive side of their own country’s products while undermining the foreign products, to patronize domestic industry and to support workers by buying domestic products. The present paper spells out the concept and nature of consumer ethnocentric tendencies; and highlights the antecedents of consumer ethnocentrism. The study presents a comprehensive structure in elaborate summary tables that provides a holistic view of consumer ethnocentrism in a multi-cultural society.