A Systematic and Bibliometric Literature Review on Green Consumer with Special Reference to India

Purpose –The study aims to analyse the theoretical foundation of research on the green consumer in the Indian context. It proposes to analyse the current studies in the domain and the future direction of research in this field.

Design/methodology/approach – The study utilized the Scopus database to extract the available research in the field. VOS viewer programme and ATLAS Ti was used to generate visual maps based on the various keywords and bibliographic coupling related to the study. The search with keywords resulted in 474 documents.

Findings –The review suggests that most of the studies in this field have focussed on sustainability, green marketing, green products, and the consumption behaviour of consumers. The study is helpful to the practitioners and marketers who utilize the Green Image of their products to impact customer purchase intentions.

Practical implications –This research work is helpful to practitioners and researchers in the domain of green consumer behaviour.

Originality/value –The research enumerates the significance of green consumer behaviour in the Indian context. It also suggests theme-based clusters in the domain of green consumer behaviour. Five clusters based on themes have also been identified from the keywords’ cooccurrences.

Social Implication-India being an emerging economy the inclusion of green consumerism has become a necessity. The research also advocates the sustainability vision of the country.

Not many researchers in the past have reviewed green consumer-based studies concerning an emerging economy like India.