What is Legitimacy

COVID-19 has generated a context full of questions about the effects of mental health in the economic or social sphere. Significant changes in consumer behavior have been investigated. As consumers reduced their purchases in physical establishments and increased online purchases, retailers took measures to minimize health risks, but also to retain consumers. The objective of this research is to identify the intellectual structure of the research field on anxiety and consumption, including the main lines of research in the area, the sources of knowledge, and the connection points that are helping to spread this knowledge. To do this, this research uses a bibliometric methodology based on co-citations. This research concludes that academics must incorporate anxiety in their models and that companies must take this variable into account in the design of their business strategies. We have to legitimize anxiety as one more variable influences on consumer behavior.