Rooted in Loyalty: How Consumer Ethnocentrism Shapes Consumer Satisfaction with Homegrown Brands
Meaning Consumer ethnocentrism refers to the belief that purchasing domestic products is morally and economically preferable to buying foreign ones. This mindset is driven by loyalty to one’s nation, cultural identity, and the desire to support local businesses and the national economy. In this context, homegrown brands benefit from emotional and patriotic consumer preferences, which can strongly influence satisfaction levels—even when foreign brands may offer competitive quality or features. Introduction In an increasingly globalized world, consumers are presented with a wide array of domestic and international products. While global brands often dominate markets due to strong brand equity, perceived reliability, and innovative reputation, many consumers still favor homegrown brands. This preference stems from ethnocentric beliefs, where consumers view domestic purchase behavior as a civic responsibility and a contribution to national pride. Consumer ethnocentrism has become...