Studies on consumer ethnocentrism in conjunction with country of origin, consumer animosity, and consumer racism in the past 20 years: bibliometric analysis

Despite the growing number of studies on consumer behavior, there is a notable lack of research reviewing the literature on interrelated phenomena such as consumer ethnocentrism (CE), country of origin (COO), consumer animosity (CA), and consumer racism (CR). The purpose of this paper is to trace the evolution of scientific production on CE in conjunction with COO, CA, and CR, identify the most relevant sources and their temporal dynamics, highlight the most influential authors and cited publications, and uncover prevailing and emerging themes through bibliometric analysis. Scientific publications from journals indexed in three globally recognized databases were analyzed over a 20-year period (2004–2023). The results indicate that the highest number of publications was recorded in 2021, with the most influential source being the Journal of International Consumer Marketing. The most cited article, titled “Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach”, authored by Balabanis & Diamantopoulos, was published in 2004. Predominant themes identified based on author keywords include consumer ethnocentrism, country of origin, ethnocentrism, animosity, consumer, consumer behavior, China, and country image. This paper will serve as a valuable resource for academics seeking to evaluate the current state of research in this field and will provide policymakers with additional insights for developing effective international marketing strategies.