Consumer Green Consumption Behavior: A Myth or Reality in the Information Age? A Study Based on Bibliometric Analysis Approach

Consumer Green Consumption Behavior: A Myth or Reality in the Information Age? A Study Based on Bibliometric Analysis Approach

Anu Gupta, Vijay Kumar Jain, Vikas Arya, Hemraj Verma
Copyright: © 2022 |Pages: 19
DOI: 10.4018/IRMJ.291690
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The objective of the current study is to assess research activities in green consumption behavior where the flow of information is helping consumers to mold their minds towards green consumption. Bibliometric analysis has been applied for the current study using 1447 research papers on green consumption behaviors from Scopus Indexed journals for the 2015 to 2020 period. The document with the maximum citation “Predicting green products consumption using the theory of planned behavior and reasoned action” is the article with the highest citation of 338. Further, the keywords co-occurrence analysis indicates that the maximum occurring keywords are “Green Consumption”, “Sustainability”, “Sustainable Development”, “Green Consumption Behavior”. This research adds to the current literature on the behavior of green consumption in the edge where information is floating in many ways. The current study will provide the first baseline data on this subject, which will be used for future comparisons and policymakers to develop green consumption plans.
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1. Introduction

Global warming, increased contamination of the atmosphere, and the extinction of endangered flora and fauna are just a few of the environmental problems (Ruggeri et al., 2019). Furthermore, as global consumption of goods and services has increased at an unprecedented pace, it has become news. Surprisingly and intriguingly, the last decade has seen a revival of interest in sustainability issues (Mittelstaedt et al., 2014), owing in part to the unwavering support provided by businesses, investors, institutions, and society (Gershoff & Frels, 2015). A variety of multinational companies have also contributed by developing global positioning strategies to better grasp global cultural identity across countries (Strizhakova & Coulter, 2013). Simultaneously, the green consumption nexus has prompted marketing researchers to delve deeper into the subject and discuss concerns such as climate change, consumption, and actions (Halinen, 2021; Jain et al., 2020). According to Lunde (2018), the amount of research on green consumption that has been published in the marketing literature has increased significantly (Tooranloo et al, 2018).

Green consumption has become a major theme in selling (Semprebon et al., 2019). Green purchasing and green marketing have steadily gained popularity. The term “green buying” applies to consumer purchases of environmentally friendly products to save energy and protect the environment. Green marketing refers to the marketing activities that companies prepare for all consumers (Rodger & George,2017).

Most of the studies have been conducted to understand consumer behaviors with various forms of green goods in various circumstances (Narula and Desore, 2016; Jain et al., 2020). A rise in the number of publications devoted to green consumption demonstrates its growing importance (Haws et al., 2014, Ertz et al., 2016; Strizhakova and Coulter 2018). The author is given a detailed literature review of research on green consumption behaviors from 2015 to 2020 by analyzing a total of 1815 papers written. The study sought to provide a clear depiction of the various sub-fields of green consumption behaviors research by focusing on two aspects. The new study was first evaluated using citation analysis to categories the main area of specialization. Second, thematic analysis was used to determine the specific themes that were being discussed within each category.

Looking through the published studies, it was clear that few of them provided the type of bibliometric analysis that this study attempted to provide on green consumption. Despite the large number of specific studies that have been conducted on green consumption, the prevalence and reach of green consumption research have remained unexplored (Dangelico & Vocalell 2017; De Bakker et al 2005; Antonetti & Makla 2016).Previous research on the subject of green consumption has focused on the environmental (Ruggeri et al., 2019; Gupta et al., 2020) and sustainable aspects (Athwal et al., 2019; Duque at al., 2016). Therefore, to close the gap, the current study aims to study and understand the work and key aspects of green consumption.

The primary goal of this study is to summarize the current state of research on green consumer behavior, with the following questions which define the scope of the investigation:

  • In terms of time, journals, authors, associated countries, and institutions, what are the latest publication patterns in green consumption behavior?

  • What are the research gaps and areas that need to be addressed in the future?

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