The study deals with changes in the economic situation in Russia and the importance of the Russian consumer choice in modern conditions. Consumer behavior is analyzed in terms of patriotism; in particular, consumer ethnocentrism is elaborated. The paper summarizes the history of ethnocentrism research in the economic sphere, namely in consumer behavior. The main factors influencing the level of consumer ethnocentrism are identified. They include social and psychological, political, economic and demographic factors. The content of the main groups of factors is determined. The relevant factors affecting the consumer behavior in the current situation are highlighted. The paper presents the findings of studies (mostly international ones) of consumer ethnocentrism in Russia and the results of the author’s research conducted at the beginning of 2018. It is concluded that there has been the rise of patriotism and consumer ethnocentrism in recent years. However, to increase the consumption of Russian-made goods, the productive sector of the country is to be developed and supported.