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Tracking the impact of social media in promoting sustainable consumption: a bibliometric analysis

Author

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  • Reetu Choudhary
  • Preeti Devi

Abstract

Despite numerous conceptual and empirical studies on social media and sustainable consumption, no bibliometric analysis has been conducted to date. This study analyses 174 Scopus-indexed publications from 2012 to 2024 using Biblioshiny (R package) to map research trends, conceptual structures, authorship patterns, keyword networks, and thematic evolution. The findings highlight the growing convergence between social media and sustainable consumer behaviour, emphasising how digital platforms foster environmentally conscious consumption. Major research themes include sustainability communication, green marketing and consumer engagement through social media. This study contributes interdisciplinary insights by outlining the intellectual structure and emerging research frontiers, offering valuable directions for future exploration in the rapidly developing field of social media driven sustainable consumption.

Suggested Citation

  • Reetu Choudhary & Preeti Devi, 2026. "Tracking the impact of social media in promoting sustainable consumption: a bibliometric analysis," International Journal of Bibliometrics in Business and Management, Inderscience Enterprises Ltd, vol. 5(2), pages 230-253.
    • Handle: RePEc:ids:ijbbmi:v:5:y:2026:i:2:p:230-253
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