Mapping the Landscape: Key Contributors and Trends in Green Consumer Behavior Research

Abstract

This bibliometric study examines the academic literature on consumer behavior towards green products, offering a comprehensive analysis of trends, key contributors, and emerging themes. Using data from the Scopus database, 315 peer-reviewed articles published between 1994 and 2024 were analyzed. The PRISMA framework was employed to ensure systematic screening and selection of relevant studies. Key metrics, including publication growth, author contributions, and journal impact, were assessed to identify influential works and collaboration patterns in the field.

The study identifies five primary clusters within the literature: green consumer values, green marketing and sustainable development, psychosocial drivers of green behavior, environmental concern and trust in green products, and green consumer and product identification. Each cluster reflects a different aspect of consumer behavior, highlighting the diverse factors that influence eco-conscious purchasing decisions. The analysis also underscores the growing academic interest in this area, with a significant increase in publications over the past decade, reflecting the rising importance of sustainability in both research and global consumption trends.

Despite the extensive research, several gaps remain, including a need for cross-cultural comparisons, longitudinal studies, and a deeper understanding of the behavioral-intention gap. Additionally, the impact of digital platforms, corporate greenwashing, and sustainability beyond green products require further exploration. This study provides a foundational understanding of the academic landscape in green consumer behavior, identifying both current trends and areas for future research that can further inform sustainable business practices and consumer engagement strategies.