Green marketing and responsible purchase intention in the digital era: A bibliometric and systematic literature review
Year: 2026
Type: review
Study design: Systematic Review
Abstract: The growing environmental challenges associated with unsustainable consumption patterns have considerably increased academic and managerial interest in green marketing and responsible consumer behavior. However, despite the rapid expansion of the literature, existing studies remain fragmented across multiple theoretical, contextual, and methodological perspectives, particularly regarding the integration of digital transformation and emerging technologies. To address these gaps, this study adopts an integrated review methodology combining bibliometric analysis and systematic literature review. Using the Scopus and Web of Science databases, 408 articles published between 2010 and 2025 were retained for the bibliometric analysis following the PRISMA protocol, while 65 articles were selected for the systematic review. Bibliometric mapping was conducted using VOSviewer, and the systematic review was structured through the TCCM Framework. The findings reveal a progressive maturation and interdisciplinarity of the field, structured around five interconnected thematic clusters related to green marketing strategies, consumer behavior, environmental governance, methodological approaches, and sustainability-related challenges. The results also highlight the predominance of quantitative and behavioral approaches, particularly the extensive use of structural equation modeling and the Theory of Planned Behavior. More recent studies increasingly integrate themes related to digital ecosystems, artificial intelligence, and social media-driven sustainable consumption practices. Nevertheless, important gaps remain visible, particularly the underrepresentation of African and Arab contexts and the limited integration of interdisciplinary and contextualized perspectives. This study provides an updated and integrated understanding of the evolution of green marketing research and its influence on responsible purchase intention in increasingly digitalized environments. By combining bibliometric and systematic review approaches, the study identifies major theoretical, contextual, methodological, and digital research gaps that may guide future investigations, particularly within emerging markets and cross-cultural contexts.
Source: Multidisciplinary Reviews
Institution: Université Sultan Moulay Slimane
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220183141