Enhancing the quality of consumer ethnocentrism research by means of systematic review

This paper adopts the template of systematic literature review and provides an up-to-date synthesis of the literature on consumer ethnocentrism. The rich origins of consumer ethnocentrism literature, research problems, methods and theoretical perspectives have been revealed, enabling an author to distinguish research gaps. Preliminary results show the growing interest in the subject of consumer ethnocentrism level and its moderators in the context of different countries and dependent phenomenon. However, there is still a limited documented research exploring the consumer ethnocentrism in the services market. In a view of growing internationalization in this market, the understanding of consumers' attitudes and forces shaping them becomes crucial and poses a research challenge.