Abstract
The concept of the green consumer remains subject to ongoing ambiguity in the field of marketing management. This research paper conducts a comprehensive bibliometric analysis of eco-friendly consumer behaviour over the past four decades, leveraging the Scopus database. The primary purpose is to systematically examine the evolving landscape of scholarly contributions in this domain, shedding light on key trends, influential authors, and emerging themes. Employing bibliometric techniques, including co-authorship and citation analysis, the study provides valuable insights into the trajectory of eco-friendly consumer behaviour research. Methodologically, the paper employs the Scopus database to identify relevant publications, applying a systematic approach to data extraction and analysis. While offering valuable insights, it is important to note the limitations inherent in the availability and coverage of literature within the Scopus database, acknowledging potential biases in the representation of eco-friendly consumer behaviour studies. This bibliometric analysis serves as a foundation for future research directions and facilitates a nuanced understanding of the scholarly landscape surrounding eco-friendly consumer behaviour.
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