Global Research Trends in Consumer Behavior and Sustainability in E-Commerce: A Bibliometric Analysis of the Knowledge Structure

Consumers are conscious of increasing online purchases and demand sustainable consumption friendly actions. Although there is increasing interest in this topic, the research status, development, and structure of consumer behavior and sustainability in e-commerce research is scarce. This study aims to analyze the intellectual, conceptual, and social knowledge of consumer behavior and sustainability in e-commerce research to generate new understandings. Data from 104 articles were collected from the Scopus database, and a bibliometric analysis was conducted. Results revealed a close relationship between the topic and city logistics, big data analysis, customer engagement, circular economy, online services, and omnichannel retail, showing the different research approaches and the transversal themes related to the topic. This study contributes to the sustainability academic research by identifying trends and suggesting future research topics.