Cultural Values in Consumer‐Centric Research: A Hybrid Review Exploring Trends, Structure, and Future Research Trajectories

ABSTRACT For several decades, an uptrend has been observed in academic inquiries into cultural values, particularly in consumer‐focused research. This rising momentum has resulted in a body of research that is now fragmented yet large enough to warrant a systematic review. To address this knowledge gap, we present a panoramic overview of the domain by adopting the hybrid review approach, synthesizing a collection of articles published between 1980 and 2025 ( n = 845), using a mix of evaluative bibliometric techniques, i.e., performance analyses and framework‐based content analysis. Our findings reveal citation and publication trends along with the most prolific contributors and constituents of the domain. In addition, we present a comprehensive evaluation of the extant literature through content analysis, using the ADO‐TCM framework to delineate widely used constructs (antecedents, dimensions, and outcomes), theories, methods, and contexts. This synthesis is the first to provide a quantitative‐based hybrid cum systematic overview of cultural values in consumer research. This literature‐based assessment of the domain concludes with directions for further research using the ADO‐TCM framework and implications to help academics and practitioners draw meaningful insights.