Exploring consumer preferences: a bibliometric analysis of green purchase behaviour using the theory of planned behaviour

Green consumption research grounded in the theory of planned behaviour (TPB) has expanded considerably in response to growing health consciousness, environmental concern, and sustainability imperatives. This study conducts a systematic bibliometric and science-mapping analysis of 609 Scopus-indexed articles published between 2008 and 2025 using VOSviewer and Biblioshiny. The analysis identifies publication dynamics, influential authors and journals, geographic contributions, and the intellectual structure of TPB-based green consumption research. Findings indicate a sharp increase in publications since 2019, with Dangelico and Duong as the most prolific authors and Sustainability (Switzerland) as the leading journal. India and China emerge as the most productive countries. Four dominant thematic clusters are revealed: traditional TPB applications, extended TPB models incorporating trust, health consciousness, and environmental concern, integration with sustainability frameworks (SDGs and ESG), and green purchase intentions among young consumers. Emerging themes include social media influence, environmental knowledge, and green purchase intention. The study highlights repeat purchase behaviour and health-driven organic consumption as underexplored avenues for future research, offering implications for scholars and policymakers promoting sustainable consumption.