Consumer xenocentrism: a systematic literature review

Purpose The purpose of this study is to systematically review research on consumer xenocentrism (C-XEN), identify knowledge gaps, and provide fruitful avenues for future research. Design/methodology/approach A systematic review methodology was applied to a dataset of 42 publications drawn from the Scopus and Web of Science databases. Findings The findings provide a critical assessment of (1) construct definitions and theoretical underpinnings, (2) methodological aspects (i.e. data collection, geographical setting, product focus, sampling design, analytical methods), and (3) empirical evidence on C-XEN in different model specifications (i.e. as independent variable, dependent variable, mediator, moderator, control variable, simple covariate). Originality/value This study is the first to systematically review the literature on C-XEN. In doing so, it reveals substantive research gaps and derives promising avenues for further investigation. It also suggests methodological improvements to elevate the quality and impact of future empirical endeavors.