Consumer ethnocentrism is a socio-psychological construct representing the beliefs held by consumers about the morality and appropriateness of purchasing foreign-made products. It reflects a predisposition to favor domestically produced goods over imports, often rooted in a sense of duty to the national economy. As an academic concept, it investigates the influence of nationalistic and protectionist sentiments on consumer attitudes, purchase intentions, and actual behavior towards products from different countries. Its significance lies in explaining variations in consumer responses to international marketing strategies and informing global market segmentation and positioning.