This essay seeks to address the research question: “How do consumer perceived risk and consumer ethnocentrism relate to one another?” Prior to providing a solution, the study conducted a literature review (LR) on pertinent empirical investigations. When it comes to external and internal factors that affect a consumer's decision to buy, such as perceived value, quality, and loyalty, our brains frequently create expectations based on trustworthy information that cause us to label or make an early judgment. These risks are also known as financial, functional, social, and psychological risks. The study conducted a literature review (LR) by employing transparent, well-organized, and replicable procedures to choose, extract, analyze, and critically appraise pertinent literature that satisfied criteria. In addition to outlining the elements impacting consumer ethnocentrism and perceived risk, this research offers an integrative review of both. It examines the relationship between the two ideas and provides a comprehensive analysis and framework of the most recent studies on consumer ethnocentrism and perceived risk. Because of its origins, importance, consequences, and ramifications, people might look for goods from sources that share their cultural background. Boycotts are a common way for people to voice their disapproval during times of turmoil, like the one we are currently experiencing globally. On the other hand, evaluating the impact of a nation of origin on product evaluations is a complex process that involves many variables and leaves many important concerns unanswered. By integrating a wide range of studies on a crucial international marketing issue and offering general directions for future research, this research article enhances the field of marketing. We can better understand consumer behavior with regard to perceived risk and ethnocentrism thanks to research on CPR and CE. The notion of perceived danger has been well investigated and comprehended by academic experts. We now have a foundation for understanding how perceived risk influences consumer decision-making thanks to this work. Comparably, research on consumer ethnocentrism—which has been further defined and explored by other studies—has assisted us in comprehending the variables influencing consumer biases toward imports and preferences for homegrown goods. Our knowledge of the cultural, economic, and ethnic influences on consumer ethnocentrism has expanded as a result of recent studies.