Sustainable Consumption on Marketing Concept: A Bibliometric Analysis (2003-2023)

Abstract

In this ever-evolving era, sustainability has become a crucial issue in society and business. Understanding the relationship between sustainable consumption and marketing is crucial to drive sustainable consumption behaviors. This research aims to gain theoretical and structural understanding from existing literature to identify future directions in marketing and to explore and enhance contributions to sustainable consumption research. Through bibliometric analysis, this study identifies trends, patterns, and recent research contributions in relevant literature, encompassing 193 publications in Scopus. The researchers found that research pertaining to sustainable consumption has experienced rapid growth in the past two years (2021-2023), indicating a high level of interest in this field.