Consumer animosity in international business: A systematic literature review and research agenda

Abstract

This systematic literature review synthesises three decades of research on consumer animosity, a construct reflecting deep-seated negative emotions towards foreign countries, brands, or products. Drawing from 134 peer-reviewed articles identified via Web of Science and backward citation tracking, with 67 articles meeting stringent inclusion criteria, the review adopts a reproducible PRISMA-guided methodology to map antecedents, outcomes, and theoretical frameworks of consumer animosity. Results confirm animosity as a multidimensional construct, distinct from but related to ethnocentrism, driven by war, economic disputes, political conflict, and both historical and situational events. Key antecedents include social identity, political orientation, culture, personality, and socio-demographics, with animosity impacting consumer perceptions, emotional and psychological responses, and behaviours such as avoidance, boycotts, and negative word of mouth. Notably, persistent animosity can affect purchasing decisions for decades and across industries. Theoretical perspectives, such as the Social Identity Theory, help explain both the emergence and sustained impact of animosity. This review identifies a knowledge gap in mitigation strategies, the dynamic nature of animosity over time, and its underexplored role in company-level, crisis, and cross-cultural contexts. These findings underscore the need for further research into animosity’s evolving influence on global business and suggest actionable insights for multinational firms facing complex consumer attitudes in a divided geopolitical climate.