A bibliometric analysis on factors influencing green consumer behaviour – research issues and future directions

Shalini Reddy Naini, M. R. Reddy
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Abstract

PurposeThis paper aims to present a summary of the green consumer behaviour (GCB) research conducted during the 2001–2021 period using the bibliometric analysis and to carry out a thematic and content analysis on the three clusters which comprise 57 articles resulting from the co-citation analysis and identify the significant green purchasing factors.Design/methodology/approachThe three-pronged methodology applied to this research analysis includes performance analysis of the literature using biblioshiny and R Studio; network mapping analysis using VOSviewer and Gephi; thematic analysis using word clouds generated with R Software and content analysis of each paper with the aid of within and between-study analyses.FindingsCluster one acted as a base for the theoretical foundations of GCB which aids in understanding the basic concepts of green marketing, its evolution and the methodologies, whereas cluster two determined the predictors of everyday green behaviour, which helps in gaining knowledge about the everyday sustainable activities the consumers indulge and the factors motivating to do so. Cluster three mainly focused on the psycho-socio demographic determinants of GCB, which assists in segmentation and predicting the purchase behaviour of the various consumer segments.Originality/valueThe significant variables and major gaps in each of the clusters were identified and authors have drawn the implications for future researchers and marketing managers.
影响绿色消费者行为因素的文献计量分析--研究问题和未来方向
目的 本文旨在利用文献计量分析法对 2001-2021 年期间开展的绿色消费行为(GCB)研究进行总结,并对共同引用分析得出的由 57 篇文章组成的三个群组进行专题和内容分析,找出重要的绿色购买因素。设计/方法/途径:本研究分析采用了三管齐下的方法,包括使用 biblioshiny 和 R Studio 对文献进行绩效分析;使用 VOSviewer 和 Gephi 进行网络图分析;使用 R 软件生成的词云进行主题分析,以及借助研究内分析和研究间分析对每篇论文进行内容分析。研究结果 第一组是 GCB 的理论基础,有助于理解绿色营销的基本概念、演变和方法;第二组确定了日常绿色行为的预测因素,有助于了解消费者日常参与的可持续活动以及促使他们这样做的因素。第三组研究主要集中于 GCB 的心理-社会-人口决定因素,这有助于细分和预测不同消费者群体的购买行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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