Purpose This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the knowledge developed so far, identify the research gaps and propose a future research agenda....

This systematic literature review aims to synthesize the academic research on consumer ethnocentrism comprehensively. The study systematically examines the development of consumer ethnocentrism research over time, including publication years, publication outlets, authorship, countries, methods,...