CONSUMER ETHNOCENTRISM AND PRODUCT BIAS: A CONCEPTUAL FRAMEWORK INTEGRATING SOCIO-PSYCHOLOGICAL, DEMOGRAPHIC, AND DIGITAL MEDIA INFLUENCES

Abstract

In the age of globalization and digital connectivity, consumers are increasingly exposed to both domestic and foreign products, making product evaluations complex and shaped by more than price and quality. One important behavioral pattern is product bias, where consumers favour or reject products based on country of origin rather than objective attributes. This concept paper explores the influence of socio-psychological factors (such as national pride, cultural attachment, and perceived threats to local identity or economy), demographic variables (age, gender, education and income), and digital media influence (social media usage, influencer content) on product bias. Previous research has considered these factors in isolation, this study integrates them into a single conceptual framework, highlighting their combined effect on consumer ethnocentrism and product bias. The paper contributes theoretically by advancing an integrated perspective on identity, social influence, and digital exposure, while also offering practical implications for marketers and policymakers in industries where cultural perceptions strongly affect purchase decisions. Future research directions are suggested, particularly cross-cultural and generational studies, to explore the evolving impact of digital ecosystems on identity-driven consumer behaviour.