Abstract:

This paper provides an integrative review of the main concept of CET in terms of its definition, theoretical perspectives, and the antecedents of CET including previous empirical studies. – Four categories of antecedents, namely, socio-psychological, political, economic and demographic are gathered from the literature. The majority of this work found that consumer ethnocentrism is an important factor that can determine behaviour in the decision making of consumers as they decide to purchase local or foreign products. Ethnocentric consumers exhibit a high preference towards domestic products over foreign products even when the quality is lower and price is higher due to nationalistic reasons. Also, the review of the literature found many studies have examined the degree of consumer ethnocentrism in more developed countries, where there still remains a lack of research related to consumer behaviour in developing countries and emergent markets. The results will be useful for marketers, policy makers and businessmen to find what is especially important in consuming foreign products in local market where could help in taking strategically decisions. Key Words: Conservatism, Patriotism, Consumers, Ethnocentrism, Foreign Products.

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