Mapping The Evolving Landscape Of Sustainable Marketing And Climate-Conscious Consumer Behavior: A Bibliometric Analysis Of Global Trends And Digital Shifts (2010–2023)

Pakpahan, Fransiskus Novrianto and Azhar, Andi (2025) Mapping The Evolving Landscape Of Sustainable Marketing And Climate-Conscious Consumer Behavior: A Bibliometric Analysis Of Global Trends And Digital Shifts (2010–2023). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 13 (4). pp. 3183-3198. ISSN ISSN: 2338-8412 e-ISSN : 2716-4411

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Abstract

The urgency of climate change has reshaped the role of marketing in promoting sustainable behaviors and ecological accountability. This study presents a bibliometric analysis of sustainable marketing and consumer behavior literature published between 2010 and 2023. Drawing from Scopus and Web of Science databases, 1433 articles were analyzed using VOSviewer and Biblioshiny to explore co-authorship, keyword co-occurrence, citation, and co-citation networks. The analysis reveals a thematic evolution from product- and firm-centric approaches to consumer-driven narratives that emphasize emotional trust, digital engagement, and intergenerational ethics. The most active contributors include the United States, the United Kingdom, China, and emerging voices from Southeast Asia. Influential authors such as Kumar, White, and Leonidou shaped the field’s theoretical backbone. Three dominant research clusters were identified: behavioral sustainability, digital sustainability communication, and strategic green branding. Methodological advancements include the growing use of data analytics, machine learning, and structural modeling. This study not only maps the intellectual structure of the field but also highlights research gaps in equity, cultural diversity, and AI-based marketing ethics. The findings offer actionable insights for scholars and practitioners seeking to align marketing strategies with global sustainability agendas.

Item Type: Article
Additional Information: Artikel ini telah terbit pada EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, Vol. 13, No.4, 2025
Uncontrolled Keywords: Sustainable Marketing,Consumer Behavior,Climate Change,Bibliometric Analysis.
Subjects: Universitas Muhammadiyah Bengkulu > 04-Fakultas Ekonomi dan Bisnis > 60202-(S1) Ekonomi Islam
04-Fakultas Ekonomi dan Bisnis > 60202-(S1) Ekonomi Islam
Divisions: 04-Fakultas Ekonomi dan Bisnis > 60202-(S1) Ekonomi Islam
Subjek Terkait > 04-Fakultas Ekonomi dan Bisnis > 60202-(S1) Ekonomi Islam
Depositing User: Mr Muammar Hafiz Khattami
Date Deposited: 27 Sep 2025 03:21
Last Modified: 27 Sep 2025 03:21
URI: http://repository.umb.ac.id/id/eprint/2265

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