Bibliometric Insights into Green Purchase Behaviour: Understanding Antecedents and Determinants Across Two Decades

Abstract

The urgency of global environmental challenges has placed green purchase behaviour (GPB) at the centre of sustainability research. This study employs bibliometric analysis of 232 Scopus-indexed journal articles (2001–2024) to map intellectual structures, performance trends, and emerging determinants of GPB. Findings reveal steady growth in scholarly output, with influential contributions spanning marketing, psychology, supply chain, and tourism domains. Co-citation analysis identifies foundational theories such as the Theory of Planned Behaviour and Value-Belief-Norm framework, emphasizing attitudes, values, and perceived consumer effectiveness as critical antecedents. Bibliometric coupling highlights contemporary clusters including eco-label trust, intention–behaviour gaps, sustainable food consumption, and green consumer profiling. Results indicate that socio-demographics, cultural orientations, price sensitivity, and availability moderate pro-environmental purchasing, while institutional trust and social norms further shape adoption. The study provides a comprehensive mapping of two decades of GPB research, offering directions for advancing theory and practice in sustainable consumption.