Revisiting consumer ethnocentric tendency amid deglobalization: a political narrative perspective

Purpose This research aims to develop and test a new theoretical framework for ethnocentric consumption, highlighting the influence of political narratives in the age of deglobalization. Design/methodology/approach Building on narrative transportation theory and master narrative engagement research, this research advances an integrated framework to delineate the distinct pathways through which two pervasive political narratives—patriotic and nationalistic—influence ethnocentric consumption. Covariance-based structural equation modelling was employed to analyze online survey data from a diverse sample of Chinese consumers (n = 800) representing 24 provinces and autonomous regions and capturing different demographic characteristics (in terms of gender, age, income, and education). Findings The findings reveal that Chinese consumers’ transportation into political narratives strengthens belief in patriotic (nationalistic) narratives, which in turn fosters adoption of supportive (competitive) ideology. Adoption of supportive (competitive) ideology subsequently leads to secure (defensive) national identity, which promotes ethnocentric evaluation (protection) tendency, resulting in ethnocentric consumption characterized by an increased preference and willingness to pay a price premium for domestic (over foreign) brands. Originality/value By conceptualizing political narratives as a driver of consumer ethnocentric tendency, this research introduces a novel perspective for understanding how geopolitics impacts consumer behavior. It enriches consumer ethnocentrism and global branding literature, and offers actionable insights for global marketers to design proper branding and advertising strategies amid rising geopolitical risks in the age of deglobalization.