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The purpose of this thesis is to identify and test the antecedents, related constructs and consequences and moderators of consumers xenocentrism. Design/methodology/approach:An extensive literature review was performed across different disciplines (international business, economics, sociology, psychology, political science, anthropology and consumer behavior) and interviews with five different experts from the five different fields were conducted to put together the initial model. A combined sample of 1306 respondents from four different countries namely Kenya, India, Ecuador and Romania in four different continents Africa, Asia, South America and Europe were collected through online questionnaires. The data was analyzed using structural equation modeling (SEM) to either confirm or disprove the hypotheses that had been set.