Revisiting consumer ethnocentrism using thematic cluster analysis

Globalisation and economic integration impacted the world economy like a tidal wave. The lesson of the pandemic and the post-COVID effect forced countries to rethink consumer ethnocentrism as local retailers/small vendors helped customers in the most difficult time. The pandemic transformed the global economy into a closed economy, and only those countries, which were self-reliant and sustainable countered the pandemic effectively. This study is conducted to perform a systematic, structured, and comprehensive review of consumer ethnocentrism using bibliometric analysis. The present study examines the relationship between the research constituents and proposes a research proposition to carry forward the study. The result of bibliometric analysis brought four clusters: ethnocentrism, country of origin, cosmopolitanism and CET Scale and ethnicity. This study is significant and distinct as we found insignificant studies, which used integrated methods SLR, bibliometric and content analysis to analyse the intellectual structure of the domain.