This article examines the socio-cultural and demographic antecedents of consumers’ ethnocentricity and the influence of ethnocentric emotion on domestic products vis-à-vis imported ones. The results reveal that socio-cultural and demographic factors, particularly the openness to new culture, conservatism and fatalism are significantly related to ethnocentric tendencies of the Malaysian consumers. High ethnocentric consumers would prefer domestic products on several product types such as sneakers, fruits and cars. These findings would have significant implications for international marketers with useful understanding of consumers reasons for buying domestic versus imported goods particularly in developing countries.