Consumer ethnocentrism: What we learned and what we need to know? – A systematic literature review

Figures & data

Figure 1. TCCM framework application.

Adopted from Jebarajakirthy et al. (2021), Lim et al. (2021) and Paul and Rosado-Serrano (2019).

Table 1. Existing literature reviews in the consumer ethnocentrism research.

No	Authors	Research area	Articles considered for review	Number of studies	Range
1	Shankarmahesh (2006)	Consumer Ethnocentrism	Peer-reviewed journal articles	45	1987–2006
2	Balabanis and Siamagka (2021)	Consumer Ethnocentrism	Journal articles, research reports, newspaper articles and conference papers	240	1987–2021
3	Battisti et al. (2021)	International Marketing	Peer-reviewed journal articles	66	1987-2021

Figure 2. Criteria for inclusion and exclusion.

Figure 3. Year-wise publications.

Table 2. Journals and number of publications.

	Journal	#	Articles	JCR (IF)*	ABDC rank
1	International Marketing Review	10	Herche (1992); Shankarmahesh (2006); Klein et al. (2006); Evanschitzky et al. (2008); Josiassen et al. (2011); Winit et.al. (2014); Balabanis et al.and Siamagka (2017); Han and Nam (2019); Bizumic (2019); Mainolfi et al. (2020)	5.744	A
2	Journal of Business Research	7	Cleveland et al. (2013); He and Wang (2015); Li & He (2013); Rašković et al. (2020); Mainolfi (2020); Ma et al. (2019); Sun et al. (2021)	10.969	A
3	Asia Pacific Journal of Marketing and Logistics	7	Elliot (2006); Hamin et al. (2014); Seidenfuss et al. (2013); Tong and Li (2013); Deb and Sinha (2015); Mueller et al. (2016); Lee et al. (2020)	4.643	A
4	Journal of Consumer Marketing	7	Lu Wang and Xiong Chen (2004); Bandyopadhyay et al. (2011); Qing et al. (2012); Lee and Tae Lee (2013); Lysonski and Durvasula (2013); Zolfagharian et al. (2014); Prince et al. (2019)	NA	A
5	Journal of the Academy of Marketing Science	4	Herche (1992); et al. (1994), Balabanis and Diamantopoulos (2004), Kwak et al. (2006)	14.904	A*
6	Journal of Consumer Behaviour	4	Hsu and Nien (2008); Nguyen et al. (2008); Bi et al. (2012); Ortega-Egea & García-de-Frutos (2021)	3.199	A
7	European Journal of Marketing	4	Watson and Wright (2000); Lee and Mazodier (2015); Lee et al. (2017); Vida et al. (2008)	5.181	A*
8	Marketing Intelligence & Planning	3	Caruana (1996), Hakan Altintaş and Tokol (2007), Deb and Chaudhuri (2014)	4.338	A
9	Journal of International Marketing	3	Cleveland et al. (2009); Guo (2013); Balabanis and Siamagka (2021)	4.976	A
10	Journal of Services Marketing	2	Sharma (2012); Sharma and Wu (2015)	5.246	A
11	Journal of Product & Brand Management	2	Teng (2019); Gammoh et al. (2019)	5.248	A
12	Journal of Marketing Research	2	Shimp and Sharma (1987); Netemeyer et al. (1991)	6.664	A*
13	Journal of Marketing Management	2	Carpenter et al. (2013); Kipnis et al. (2012)	4.707	A
14	International Journal of Retail & Distribution Management	2	Kan et al. (2014); Ding (2017)	4.743	A
15	International Journal of Consumer Studies	2	Watchravesringkan (2010); Shahabi Ahangarkolaee and Gorton (2020)	7.096	A
16	International Business Review	2	Jin et al. (2015); Javalgi et al. (2005)	8.047	A
21	Marketing Letters	1	Fischer and Zeugner-Roth (2016)	3.046	A
21	Psychology and Marketing	1	Aljukhadar et al. (2021)	NA	A
23	Journal of International Business Studies	1	Sharma (2014)	11.103	A
24	Journal of Hospitality Marketing & Management	1	Kim et al. (2018)	9.821	A
25	Journal of Consumer Research	1	Steenkamp and Baumgartner (1998)	8.612	A
26	Journal of Advertising	1	Nelson and Deshpande (2013)	6.528	A
28	Australasian Marketing Journal	1	Yii et al. (2020)	NA	A
29	Appetite	1	Tomić Maksan et al. (2019)	5.016	A
30	International Journal of Research in Marketing	1	Balabanis and Siamagka (2021)	8.047	A

*Impact factor as per JCR IF (2022).

Table 3. Ten most cited studies.

Rank	Study	Journal	Citations^a	Average citations per year^b
1	Steenkamp and Baumgartner (1998)	Journal of Consumer Research	5423	225.95
2	Shimp and Sharma (1987)	Journal of Marketing Research	4193	167.72
3	Shimp et al. (1994)	Journal of the Academy of Marketing Science	1800	100
4	Balabanis and Diamantopoulos (2004)	Journal of the Academy of Marketing Science	1145	63.61
5	Netemeyer et al. (1991)	Journal of Marketing Research	1033	33.32
6	Shankarmahesh (2006)	International Marketing Review	837	52.31
7	Watson and Wright (2000)	European Journal of Marketing	812	36.91
8	Cleveland et al. (2009)	Journal of International Marketing	753	57.92
9	Lu Wang and Xiong Chen (2004)	Journal of Consumer Marketing	657	37.50
10	Herche (1992)	Journal of the Academy of Marketing Science	458	15.27

^a Based on Google Scholar (30/06/2022).

^b Total citations/number of years after publication.

Figure 4. Integrated Conceptual framework.

Table 4. Widely used constructs/variables.

Study	Independent variables/antecedents												Mediators						Moderators							Dependent variables
	OpFC	Pat	Con	Coll/Ind	CET	CPP	COO	AL	CI	AN	CUI	SC	Cos	Mat	PBP	CET	Re	AtGCC	SE	IPJ	PQ	PPN	ET	MoL	CEC	CCS	BE	CET	ATIP	WTP	BP	ItP	RP	PJ	CBB
(Shimp & Sharma, 1994)	✓	✓	✓	✓												✓						✓	✓						✓
(Netemeyer et al., 1991)
(Herche, 1992)
(Herche, 1994)
(Sharma et.al, 1994)	✓	✓	✓	✓												✓						✓	✓						✓
(Watson & Wright, 2000)																														✓
(Balabanis & Diamantopoulos, 2004)					✓																			✓	✓	✓					✓
(Lu Wang & Xiong Chen, 2004)					✓																									✓
(Javalgi et al., 2005)	✓	✓	✓	✓		✓																						✓	✓			✓
(Klein et al., 2006)					✓																							✓
(Elliot & Hamin, 2006)							✓																					✓
(Hakan Altintaş and Tokol, 2007)
(Evanschitzky et al., 2008)					✓																			✓	✓	✓					✓
(Hsu & Nien, 2008)					✓																										✓
(Kwak et al., 2006)					✓
(Nguyen et al., 2008)					✓															✓												✓
(Cleveland et al., 2009)					✓								✓	✓
(Akram et al., 2011)															✓						✓											✓
(Bandyopadhyay et al., 2011)																							✓									✓
(Josiassen et al., 2011)					✓																									✓
(Watchravesringkan, 2010)								✓								✓																✓
(Bi et al., 2012)					✓
(Qing et al., 2012)					✓																											✓
(Sharma, 2012)					✓										✓						✓							✓
(Carpenter et. al., 2013)								✓																				✓
(Cleveland, Laroche & Hallab, 2013)																	✓	✓										✓
(Guo, 2013)					✓
(Hamin et al., 2014)																														✓
(Kan et al., 2014)									✓
(Lee & Tae Lee, 2013)										✓										✓										✓
(Lysonski & Durvasula, 2013)					✓									✓
(Seidenfuss et al., 2013)					✓				✓
(Tong & Li, 2013)					✓																											✓
(Winit et.al., 2014)					✓								✓																			✓
(Ben Mrad et al., 2014)					✓					✓									✓											✓				✓
(Deb & Chaudhuri, 2014)								✓		✓			✓	✓															✓
(He & Wang, 2015)											✓																✓	✓
(Jin et.al., 2015)					✓								✓
(Nelson & Deshpande, 2013)					✓
(Zolfagharian et al., 2014)					✓																											✓
(Deb & Sinha, 2015)																✓	✓												✓
(Lee & Mazodier, 2015)					✓					✓			✓
(Li & He, 2013)																✓												✓
(Sharma & Wu, 2015)																												✓
(Balabanis and Siamagka (2021))
(Fischer & Zeugner-Roth, 2016)					✓
(Shan Ding, 2017)					✓
(Balabanis & Siamagka, 2017)					✓		✓
(Lee et al., 2017)					✓					✓																									✓
(Das & Mukherjee, 2018)					✓								✓	✓
(Kim et al., 2018)					✓						✓
(Teng, 2019)																												✓				✓
(Ma et al., 2019)																															✓
(Karoui & Khemakhem, 2019)					✓																									✓
(Prince et al., 2019)					✓								✓
(Han & Nam, 2019)					✓								✓													✓					✓
(Yii et al., 2020)																												✓							✓
(Rašković et al., 2020)																												✓
(Gammoh et al., 2019)																												✓
(Bizumic, 2019)																												✓
(Tomić Maksan et al., 2019)					✓																											✓
(Mainolfi, 2020)														✓														✓
(Lee et al.,2020)					✓					✓																							✓	✓
(Prince et al., 2019)
(Ma et al., 2019)					✓																											✓
(Shahabi Ahangarkolaee & Gorton, 2020)					✓											✓											✓
(Sun et al., 2021)																✓											✓
(Aljukhadar et al., 2021)					✓							✓
(Ortega-Egea & García-de-Frutos, 2021)						✓			✓
(Vida et al., 2008)	✓																											✓
(Caruana, 1996)												✓																✓
(Steenkamp & Baumgartner, 1998)					✓
Variable Frequency	4	3	3	3	37	2	2	3	3	6	2	2	8	5	2	7	2	2	2	2	2	2	3	2	2	3	4	17	5	7	5	12	2	2	2

Abbreviations: OpFC, openness to foreign culture; Pat, Patriotism; Con, Conversation; Coll-Ind, Collectivism-individualism; CPP, Concern for political pressure; COO, Country of origin; ATIP, Attitude towards importing products; AL, Acculturation level; GCO, Global consumption orientation; CI, Country image; An, Animosity; BP, Brand personality; CuI, Cultural Identity; SC, Social Class; CET, Consumer Ethnocentrism; PPT, perceived product necessity; IPJ, Imported Product Judgement; PQ, Perceived quality; PBP, Perceived brand prestige; Re, Religiosity; AtGCC, Acculturation to global consumer culture; BE, Brand equity; SE, Self-enhancement; Cos- Cosmopolitanism; MAT, Materialism ET, Economic threat; MoL, Magnitude of Link; CEC, Country’s economic competitiveness; CCS, Country’s cultural similarity; WTP, Willingness to pay; BP, Brand preference; ItP, Intention to pay; RP, Repeat purchase; PJ, Product judgement; CBB, Consumer boycott behaviour.

Table 5. Domains in Consumer ethnocentrism research.

Consumer durables	Herche (1992); Watson and Wright (2000); Balabanis and Diamantopoulos (2004); Javalgi et al. (2005); Elliot (2006); Evanschitzky et al. (2008); Hsu and Nien (2008); Nguyen et al. (2008); Bandyopadhyay et al. (2011); Watchravesringkan (2010); Bi et al. (2012); Cleveland et al. (2013); Hamin et al. (2014); Seidenfuss et al. (2013); Winit et al. (2014); Deb and Chaudhuri (2014); Zolfagharian et al. (2014); Mueller et al. (2016); Balabanis and Siamagka (2017); Das & Mukherjee (2019); Teng (2019); Lee et al. (2020); Sun et al. (2021)
Non-durables	Balabanis and Diamantopoulos (2004); Evanschitzky et al. (2008); Bandyopadhyay et al. (2011); Bi et al. (2012); Carpenter et al. (2013); Cleveland et al. (2013); Guo (2013); Tong and Li (2013); Winit et al. (2014); Deb and Sinha (2015); Mueller et al. (2016); Balabanis and Siamagka (2017); Das & Mukherjee (2019); Karoui and Khemakhem (2019); Mainolfi (2020); Ortega-Egea & García-de-Frutos (2021)
FMCG	Balabanis and Diamantopoulos (2004); Evanschitzky et al. (2008); Nguyen et al. (2008); Akram et al. (2011); Qing et al. (2012); Carpenter et al. (2013); Cleveland et al. (2013); Guo (2013); Kan et al. (2014); Winit et al. (2014); He and Wang (2015); Kipnis et al. (2012); Li & He (2013); Fischer and Zeugner-Roth (2016); Ding (2017); Balabanis and Siamagka (2017); Das & Mukherjee (2019); Kim et al. (2018); Rašković et al. (2020); Shahabi Ahangarkolaee and Gorton (2020)
Services	Sharma (2012); Sharma and Wu (2015); Lee and Mazodier (2015)

Figure 5. Landscape of consumer ethnocentrism research.

Table 6. Theories used in consumer ethnocentrism research.

Theory	Articles	References
Theory of reasoned action	2	Kan et al. (2014); Deb and Sinha (2015)
Intergroup contact theory	1	Kwak et al. (2006)
Attitude theory	1	Josiassen et al. (2011)
Theory of planned behavior	2	Qing et al. (2012); Tomić Maksan et al. (2019)
Schwartz values	1	Cleveland et al. (2013)
The social identity theory	5	Guo (2013); Zolfagharian et al. (2014); Fischer and Zeugner-Roth (2016); Han and Nam (2019); Rašković et al. (2020)
Social comparison theory	1	Lysonski and Durvasula (2013)
Memory theory	1	Lee et al. (2017)
Moral foundation theory	1	Prince et al. (2019)
Realistic group conflict theory	1	Han and Nam (2019)
Institutional theory	1	Gammoh et al. (2019)
The optimal distinctiveness theory	1	Ma et al. (2020)
Theory of social class divide	1	Aljukhadar et al. (2021)

Table 7. Contexts.^a

Context	Count	Percentage	Context	Count	Percentage
Sample			Australia	2	1.3
Students	13	18.1	Lebanon	2	1.3
General consumers	59	81.9	Malaysia	2	1.3
Platform			Tunisia	2	1.3
Online	4	5.6	Brazil	2	1.3
Offline	62	86.1	Belgium	2	1.3
Online & offline	6	8.3	Croatia	2	1.3
Countries^b			New Zealand	1	0.7
USA	22	14.67	Vietnam	1	0.7
China	17	11.33	Chile	1	0.7
India	11	7.33	Sweden	1	0.7
United Kingdom	9	6.00	Hungary	1	0.7
Japan	8	5.33	Nigeria	1	0.7
South Korea	8	5.33	South Africa	1	0.7
Germany	7	4.67	Finland	1	0.7
France	5	3.33	Egypt	1	0.7
Russia	4	2.67	Ukraine	1	0.7
Taiwan	4	2.67	Slovenia	1	0.7
Spain	4	2.67	Austria	1	0.7
Italy	3	2.00	Denmark	1	0.7
Mexico	3	2.00	Slovakia	1	0.7
Thailand	3	2.00	Bosnia	1	0.7
Indonesia	2	1.33	Herzegovina	1	0.7
Turkey	2	1.33	Malta	1	0.7
Canada	2	1.33	Iran	1	0.7
Greece	2	1.33

^a Conceptual studies and literature reviews are not incorporated in this table.

^b Few of the studies had samples collected from different countries.

Table 8. Research methods used in consumer ethnocentrism research.

Research methods	#	%	Sample type
			Student	Other
Survey	58	80.55	Fischer and Zeugner-Roth (2016); Rašković et al. (2020); Netemeyer et al. (1991); Klein et al. (2006); Kwak et al. (2006); Cleveland et al. (2009); Cleveland et al. (2013); Tong and Li (2013); Jin et al. (2015); Kipnis et.al. (2012); Li & He (2013); Guo (2013)	Watson and Wright (2000); Hakan Altintaş and Tokol (2007); Akram et al. (2011); Sharma (2012); Carpenter et al. (2013); Hamin et al. (2014); Lee and Mazodier (2015); Balabanis and Siamagka (2017); Prince et al. (2019); Bizumic (2019); Mainolfi (2020); Sun et al. (2021); Aljukhadar et al. (2021); Herche (1992); Herche (1992); Caruana (1996); Steenkamp and Baumgartner (1998); Balabanis and Diamantopoulos (2004); Lu Wang and Xiong Chen (2004); Javalgi et al. (2005); Klein et al. (2006); Evanschitzky et al. (2008); Hsu and Nien (2008); Nguyen et al. (2008); Vida et al. (2008); Bandyopadhyay et al. (2011); Josiassen et al. (2011); Watchravesringkan (2010); Bi et al. (2012); Kan et al. (2014); Lee and Tae Lee (2013); Lysonski and Durvasula (2013); Seidenfuss et al. (2013); He and Wang (2015); Kipnis et al. (2012); Nelson & Deshpande (2013); Zolfagharian et al. (2014); Deb and Sinha (2015); Shan Ding (2017); Das & Mukherjee (2019); Kim et al. (2018); Teng (2019); Karoui and Khemakhem (2019); Tomić Maksan et al. (2019); Guo (2013); Lee et al. (2017)^1
Experiment	5	6.9	Winit et al. (2014); Sharma and Wu (2015)	Lee et al. (2017)^a; Ma et al. (2019); Gammoh et al. (2019); Shahabi Ahangarkolaee and Gorton (2020);
Mixed methods	3	5.5	Lee et al. (2020); Deb and Chaudhuri (2014)	Yii et al. (2020)
Literature review	2	2.7	Balabanis and Siamagka (2021); Shankarmahesh (2006)
Interview (Structured/Semi-Structured)	4	5.5	Qing et al. (2012); Kipnis et al. (2012); Shahabi Ahangarkolaee and Gorton (2020) Sun et al. (2021)

^a Few studies had utilized both experimental and survey methods.

Table 9. Descriptive statistics of lexicometric analysis.

Descriptions	Statistics
Texts	76
Text segments	13516
Occurrences	480067
Average occurrences per text	6576.26
Forms	16186
Hapaxes	6237 (38.53% of forms, 1.30% of occurrences)
Active forms for analysis	13041

Figure 6. Results of similarity analysis.

Figure 7. Dendrogram with named classes of the whole corpus.

Figure 8. Clusters of the whole corpus.

Table 10. Future research directions.

Theory development	Researchers in the future may use memory theory to examine the influence of semantic and episodic memory on consumers’ animosity towards products of a hostile nation. Veblenian social-psychological theory may be used to explore the influence of consumers’ social and cultural backgrounds on their buying behaviour.
Context	Scholars are suggested to study consumer ethnocentrism in various developed and developing countries for generalisation purposes. The countries with ideological differences can be examined as a way of studying ethnocentric differences. More qualitative researches may be carried out on consumer ethnocentrism.
Characteristics	In the future, researchers should study the influence of consumers’ ethnocentrism on buying behaviour. Future research may examine whether political leadership and perceived quality influence consumer ethnocentrism.
Methods	mixed research methods, qualitative, and experimental methods may be utilized in future research to discover a few unique antecedents and consequences of consumer ethnocentrism

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