Understanding Consumer Resistance Across Disciplines: A Bibliometric Analysis

This study examines how the concept of consumer resistance has evolved and its multifaceted nature. Consumer resistance is not just a rejection of a new product or service. It is also a reaction based on functional, psychological, cultural and ideological reasons. For this reason, the study was carried out in a way to cover different disciplines. Within the scope of the research, 230 articles published in the Web of Science database between 2010 and 2024 were analyzed. These articles were evaluated according to years, countries, authors and the number of citations they received. In addition, conceptual clusters were created according to the keywords. A visual network map of the obtained data was created through the VOSviewer program. The findings show that consumer resistance has many different dimensions. Prominent topics include resistance to digital technologies, anti-consumerism for ethical and environmental reasons, and individual psychological barriers. This study reveals the trends in research on consumer resistance over time. At the same time, it prepares the ground for interdisciplinary studies in this field. It provides important contributions to the development of the concept in future studies on consumer resistance.