The dark side of consumer ethnocentrism: ​The exploratory and netnography study​

Consumer ethnocentrism has primarily been explored in its positive dimensions, such as fostering local loyalty, cultural preservation, national identity, and safeguarding national economy. Its negative side, i.e., manifestations like racism, brand hate, and boycotting, particularly in the digital age where social media amplifies these phenomena, deserve a proper focus. This study seeks to address it by investigating how the dark side of consumer ethnocentrism impacts consumer-brand relationships, with a focus on negative emotions, cancel culture, and extreme attitudes.?

First, an exploratory qualitative study will identify underlying themes among consumers facing conflicting situations, like cosmpolitan values and ehtnocentric tendencies. Using netnography as a following method, the research will analyze unstructured data from social media platforms (Instagram, X) and digital archives (e.g., Anopress) spanning January 2022–December 2024. By adopting an international perspective, the study aims to develop a conceptual framework for the dark side of consumer ethnocentrism and its influence on negative brand dynamics.?

The findings will contribute to consumer behavior literature by offering theoretical insights into the negative dimensions of consumer ethnocentrism and advancing methodological approaches for studying online consumer interactions. Practically, the study will provide actionable recommendations for brands and policymakers to navigate and mitigate the risks associated with consumer ethnocentrism-driven brand-hate and its broader societal implications.?