Consumer Psychology in Sustainable Marketing: A Bibliometric Mapping of Values, Attitudes, and Purchase Intentions

Abstract

This study investigates the intellectual structure and thematic development of consumer psychology in sustainable marketing by conducting a bibliometric analysis using publications indexed in Scopus from 2000 to 2025. Employing VOSviewer as the sole analytical tool, the study maps co-authorship patterns, co-citation networks, and keyword co-occurrence to uncover dominant themes and conceptual linkages. The findings reveal three major research streams: foundational psychological and marketing constructs, socially driven attitudinal and motivational factors, and applied green marketing strategies aimed at stimulating sustainable consumption. Psychological variables such as values, attitudes, perception, and motivation emerge as central determinants of sustainable purchase intentions, while issues like the attitude–behavior gap and authenticity of sustainability claims continue to shape scholarly debates. The bibliometric visualization highlights strong interdisciplinarity and identifies emerging opportunities for theoretical integration and future inquiry. Overall, the study provides a comprehensive overview of how consumer psychology informs sustainable marketing practices and offers a structured knowledge base to guide subsequent research and managerial decision-making.