Consumer Ethnocentrism Research over Three Decades: A Bibliometric Analysis and Future Directions

Abstract

Consumer ethnocentrism, a pivotal aspect influencing international marketing and consumer behaviour, has garnered considerable scholarly attention. However, a comprehensive understanding of its evolution and dynamics remains elusive. To address this gap and provide insights into the evolving landscape of consumer ethnocentrism research, this study conducts a robust bibliometric analysis spanning from 1989 to 2023. Focusing on the post-1989 period, when consumer ethnocentrism research gained momentum, the analysis aims to identify influential sources, journals and authors, analyse the conceptual structure and collaborative networks and trace the research’s evolution. The findings reveal a pronounced growth trajectory in research output, driven by collaborative efforts and interdisciplinary engagement. Developed nations such as the United States, Australia and the United Kingdom emerge as major contributors, while emerging themes like sustainability and perception gain prominence, reflecting evolving consumer attitudes and societal concerns. Thematic evolution analysis unveils shifting research priorities and emerging trends, highlighting the dynamic nature of consumer ethnocentrism research and its implications for global marketing strategies. Academia can leverage these insights to shape research agendas and pedagogical approaches, while the industry can refine market segmentation strategies and culturally sensitive marketing approaches. Future research avenues include exploring the impact of social media and advertising on consumer ethnocentrism and addressing emerging sustainability concerns, offering valuable guidance for scholars, policymakers and industry practitioners in shaping future research directions and strategic decision-making.