The present study aims to examine how consumer guilt and consumer animosity, as moderators, can impact consumers' purchase intention toward domestic products. A total of 385 responses were used to test the proposed relationship. PROCESS macro was used to examine the mediating and moderating relationships. The present study provides guidance to international marketers on why and how they should do extra efforts to mitigate guilt feeling. The study contributes to the growing body of literature on consumer ethnocentrism by investigating moderating role of consumer guilt and consumer animosity. •The moderating role of consumer animosity and consumer guilt in the relationship between patriotism, ethnocentrism, and purchase intentions being studied.•The guilt feeling regulates the relationship between patriotism and purchase intention.•Consumer animosity does not moderate the relationship between patriotism and purchase intention via consumer ethnocentrism as a mediator.