Growing qualitative sociological and anthropological literature on nationalist feeling (e.g. patriotism) and non-consumption, especially work from post-socialist countries, focuses strongly on citizens, as do two older, quantitative approaches to patriotic non-consumption: country-of-origin effects and consumer ethnocentrism. These three approaches overlook non-consumption on the basis of commodities’ country of origin amongst migrants and non-citizens, a significant gap in advanced capitalism, which is characterised by high mobility of people, capital and commodities. This paper addresses that gap, suggesting that patriotic non-consumption is a specific form of wider non-consumption practices linked to consumers’ social representations of other peoples and places (e.g. national stereotypes). Drawing on qualitative research with affluent migrants in urban Russia, this paper suggests the first steps toward a conceptual approach that explains how national stereotypes anchor unfamiliar goods. This process, alongside commodifying ethnicity, opens possibilities for passing moral judgements on people, practice, and cultures as well as goods.