This research examines how consumer ethnocentrism and global social bonding affect consumer appreciation for foreign products in the home country. Our research findings show that consumer ethnocentrism lowers diversity appreciation; global social bonding enhances diversity appreciation; and global social bonding moderates the relationship between consumer ethnocentrism and diversity appreciation.

• Zening Song(Beijing Foreign Studies University, China)
• Ahmad Daryanto(Ahmad Daryanto)
• Felix Martin(Lancaster University, UK)