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A Systematic Literature Review of the Relationship between Consumer Ethnocentrism and Product Evaluation by Sunil Dutt Trivedi; Archit Vinod Tapar; Pranav Dharmani is a Business, Management and Accounting article available to read on EtoBox.

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Globalization has added new dimensions to consumers' decision-making. Consumer Ethnocentrism is among the critical variables affecting consumers' decisions to purchase foreign products. Consumer Ethnocentrism research has gained momentum in the last few decades, and a copious amount of literature is available on this subject. This article presents an overview of Consumer Ethnocentrism literature and a compressive review of research work on the relationship between "Consumer Ethnocentrism" and "Product Evaluation" with critical insights from previous literature findings. There is a fractured opinion on the subject of whether Consumer Ethnocentrism leads to a lower quality evaluation of foreign products or whether consumer preference for the domestic product is purely out of a feeling that it is unfair to buy a foreign product. We also provided future research directions using TMC (Theory, Methodology, and Context) framework in line with earlier studies.

Who reads A Systematic Literature Review of the Relationship between Consumer Ethnocentrism and Product Evaluation?

Author

Sunil Dutt Trivedi; Archit Vinod Tapar; Pranav Dharmani

Publisher

Informa UK Limited

Published

2023

Language

EN

Field

Business, Management and Accounting (Social Sciences)