Made with Pride: Ethnocentric Emotions and Consumer Decision-Making

This study examines how Consumer Ethnocentrism (CE) shapes Purchase Intention for Domestic Products (PIDP) in India through the lens of Social Identity Theory (SIT). Using PLS-SEM analysis on data from consumers, the findings reveal that CE exerts a strong positive influence on PIDP, with Anticipated Pride (AP) and patriotism functioning as critical mediators. Moreover, nationalistic initiatives such as “Vocal for Local” significantly moderate the CE–AP relationship (though in a dampening direction), shaping consumers’ emotional identification with domestic brands. For global marketers and multinational firms, the findings highlight that competing solely on functional value is no longer sufficient; success requires embedding local cultural narratives, recalibrating communication strategies to evoke identity-driven pride, and maintaining a nuanced balance between global brand appeal and localized authenticity. Understanding how ethnocentrism and anticipated emotions influence consumer behavior enables multinational entrants to design culturally adaptive strategies that foster acceptance and affinity for foreign brands in ethnocentric markets.