Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview

Purpose – The purpose of this paper is to provide insight into the interplay between consumer ethnocentrism and social identity as concepts with significant relevance for different consumer responses in globalized environment. Design/Methodology/Approach – The paper contains analysis of theoretical foundations, based on social identity theory, as well as conceptual content analysis of selected studies that deal with both the observed concepts. Findings and implications – This paper contributes to deeper insights into the interplay between consumer ethnocentrism and identity, and provides a good foundation for explaining and predicting different consumers’ responses in the globalized environment. From the perspective of social identity theory, ethnocentrism is considered to be an important factor in maintaining social identity and preserving it in the changing environment. This proposition is confirmed by empirical studies that show a positive relation between identity and consumer ethnocentrism. On the other hand, some empirical studies reveal somewhat mixed results which indicate that consumer ethnocentrism does not always correspond with the strength of identity. Also, studies that deal with consumer ethnocentrism and identity in the context of global changes and acculturation processes suggest that the relational matrix of those concepts can be far more complex. Limitations – The observed theoretical backgrounds mostly consider classical propositions of the social identity theory and focus on specific forms of social identity. Originality – This paper represents a synthesis of the dynamic perspective of social identity theory with conceptual analysis of consumer studies that deal with consumer ethnocentrism and identity.