Ethnocentrism and Consumer Animosity: A Systematic Literature Review and Future Research Agenda Using TCCM Framework

Abstract

Ethnocentrism is a delusional belief that one's ethnic group is central and superior to others, often shaping individuals' perceptions of cultural and economic interactions. In consumer behavior, such ethnocentric attitudes manifest in reluctance or refusal to purchase foreign-made products, as domestic goods are perceived as more acceptable or morally preferable. Closely related, but distinct, consumer animosity involves negative emotions or hostility directed toward a specific country, company, or brand—typically due to historical, political, or economic grievances—which can also significantly influence purchasing decisions. In fact, a substantial body of literature has sought to explain ethnocentric consumption patterns through the lens of animosity toward foreign entities, leading to a marked expansion of research in this area. However, there is a noticeable lack of effort in reviewing this evolving field of research. To address this gap, this review employs the Theory-Context-Characteristics-Method (TCCM) framework to examine 164 articles on the relationship between ethnocentrism and consumer animosity published between 1987 and 2024. It covers the main theories (i.e., widely used theories explaining the focused phenomenon), contexts (i.e., industries, countries, religion, culture), characteristics (i.e., dependent variables, independent variables, control variables, mediators, and moderators), and methods (i.e., research approaches, data collection, analysis techniques) used. The review highlights a strong reliance on single-theory approaches, with 106 distinct theories identified across the studies. Among these, Social Identity Theory emerges as the most frequently applied framework. The review also shows a notable emphasis on contexts involving foreign products, domestic goods, and boycott-related industries, which receive more attention than other sectors. Additionally, the literature demonstrates considerable engagement with diverse religious and cultural contexts, encompassing a broad range of countries. Moreover, the characteristics identified in the reviewed studies were systematically classified, allowing for a clearer understanding of the conceptual landscape. This classification sheds light on the various constructs used to explain the relationship between ethnocentrism and consumer animosity. Finally, the review reveals a dominant preference for quantitative research approaches within the field. Altogether, this systematic analysis and synthesis of relevant articles provides an overview of this research field, establishes avenues for future research within the TCCM framework, and offers profound insights for practitioners.