Abstract
The paper analyses the scientific research on consumer ethnocentrism using bibliometric analysis from 1958 to 2023 from the Scopus database. The research investigates the evolution of the consumer ethnocentrism studies published to date; prolific authors, journals, research articles, institutions and countries; predominant themes and their evolution; emerging areas through systematic literature review, bibliographic coupling and keyword co-occurrence technique. The results highlight that the year 2022 witnessed the maximum publications; Journal of International Marketing is at the leading position; USA has dominance in publications; the article titled “Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach” by Balabanis and Diamantopoulos has maximum citations; theoretical foundation and measurement, antecedents, moderators, possible outcomes, and emerging areas are the central themes based on keywords. The study reveals the scope of future research on tourism, education, and health sector in cross-cultural settings.
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