The Psychological Dynamics of Consumer Sacrifices in Times of Inter‐Country Conflict

International economics suggests that free trade is not a zero‐sum game that benefits all the parties involved in the long run. This study is conducted considering the rising anti‐China sentiments among Indian consumers after the military conflict, which have impacted the purchase decisions regarding Chinese products. The aim of this study is to unpack the factors involved and pinpoint the mechanism through which purchase decisions are being impacted. Results indicated that animosity, patriotism, consumer ethnocentrism, and salience have a direct bearing on the consumers' intention to sacrifice Chinese products. Moreover, all these factors were found to impact consumer sacrifice intentions through psychological judgment. Salience impacted consumer sacrifice intentions significantly through quality judgment, whereas the rest of the factors were found to have an insignificant relation with consumer sacrifice intentions through value judgment. Amidst dispute, government policies shape consumer attitudes and purchasing behaviors toward Chinese imports. Thus, the study has both political and managerial implications.