Mapping the Knowledge Landscape of Green Purchase Intention: A Bibliometric and Co-Citation Network Analysis

Abstract

The study aims to examine the green buying behavior of the consumers and the influence of factors of the green marketing strategies on the purchase intentions of the buyers. Bibliometric analysis was implied in this study during the period of 1994 to 2024. Performance mapping analysis and scientific performance analysis was performed on 526 research articles obtained from WOS and 256 research articles obtained from Scopus using VOSviewer software.

The performance analysis was carried out to know the past trend of the studies, country specific citation and source (journal) based analysis. Furthermore, scientific analysis was performed by diagnosing the analysis of the top co-citation references and top co-citation authors. Performance trend and scientific analysis aids in understanding of the basic trends of the green purchase intention, green marketing tactics and the factors that affect the green marketing. This study mainly focused on the green consumer buying behavior in Asian Countries, which further assists in the prediction of the future green consumption through the trend analysis of the past studies. The major gaps in this study were identified and the researcher has drawn inferences and future implications.