The concept of consumer ethnocentrism was introduced more than 30 years ago, and since then it has received keen interest among academic researchers. However, empirical evidence in published studies has been inconclusive and many macro-drivers of consumer ethnocentrism received cursory attention. This study meta-analyses 240 studies from 57 countries and tries to understand the key drivers of consumer ethnocentrism. The results indicate that consumer ethnocentrism is a universal phenomenon and is driven by culture and the interaction of economic and ethnic diversity variables. Challenging popular beliefs, the findings suggest that neither globalization nor economic threats are unconditional drivers of consumer ethnocentrism. Their effects are conditional on cultural values and economic situation. Results provide evidence that multi-ethnic societies tend to be more consumer ethnocentric when the culture of a country is not strong in egalitarianism. Finally, the paper presents evidence that consumer ethnocentrism affects the imports of consumer goods in a country.

消费者民族中心主义的概念是在 30 多年前提出的，从那时起，它就引起了学术研究人员的浓厚兴趣。然而，已发表研究中的经验证据尚无定论，消费者民族中心主义的许多宏观驱动因素受到了粗略的关注。本研究对来自 57 个国家的 240 项研究进行了荟萃分析，并试图了解消费者种族中心主义的关键驱动因素。结果表明，消费者民族中心主义是一种普遍现象，由文化以及经济和种族多样性变量的相互作用驱动。挑战普遍的看法，调查结果表明，全球化和经济威胁都不是消费者种族中心主义的无条件驱动因素。它们的影响取决于文化价值观和经济状况。结果提供的证据表明，当一个国家的文化在平等主义方面不强时，多民族社会往往更倾向于以消费者为中心。最后，本文提出证据表明消费者种族中心主义影响一个国家的消费品进口。