Consumer ethnocentrism in the contemporary world - literature review.

Abstract

This paper aims to provide an overview of the literature on consumer ethnocentrism. Along with demographic, social, cultural, and psychological factors, product features and other facilities also impact consumer behaviour. The impact of many factors and problems on ethnocentrism is examined, and issues with the research's consistency in terms of definition and measurement are found. Investigating consumer ethnocentrism behaviour locally and globally is essential in considering the literature. Future study directions and a description of consumer ethnocentrism are suggested in the section "Directions for Research."