A Bibliometric Analysis Of Sustainable Marketing And Eco Friendly Purchase Decisions

Abstract

Sustainable marketing has emerged as a dominant stream of enquiry within consumer behaviour 
research as firms and policymakers respond to escalating environmental concern. While the conceptual and 
empirical relationships among green marketing constructs and eco-friendly purchase behaviour have been 
examined extensively in isolated studies, the field lacks a consolidated, quantitative overview of how this body of 
knowledge has evolved, diffused, and clustered over time. This paper undertakes a bibliometric analysis of the 
sustainable marketing and green purchase behaviour literature indexed in leading scholarly databases, 
examining publication growth trends, the most influential journals, countries, and authors, and the dominant 
thematic and keyword clusters that define the field. The analysis identifies five recurring antecedent constructs, 
namely Green Marketing Awareness, Environmental Concern, Green Brand Image, Green Trust, and Perceived 
Consumer Effectiveness, that consistently emerge as predictors of Green Purchase Intention, which in turn 
mediates the relationship with Eco-Friendly Purchase Decisions. Building on these bibliometric insights, the 
paper proposes an integrated conceptual model and outlines a Structural Equation Modelling (SEM)-based 
empirical agenda for validating the model among consumers in Coimbatore city, a rapidly urbanising Tier-II 
market that remains under-represented in the extant literature. The findings offer researchers a structured map 
of the intellectual territory of sustainable marketing research and provide practitioners and policymakers with an 
evidence-based foundation for designing more effective green marketing interventions in regional Indian markets.

DOI: https://doi-ds.org/doilink/09.2026-25714752