Mapping the Landscape of Prosumption Research: A Bibliometric Investigation and Research Agenda

Prosumption, referring to situations in which consumers actively participate in the creation of goods and services for their own use, remains insufficiently systematized within management and marketing research. This study maps the intellectual and thematic foundations of prosumption through a combined bibliometric and content analysis of publications indexed in Web of Science and Scopus. Bibliometric techniques and VOSviewer visualizations identify influential journals, authors, and research clusters, while the TCCM framework (Theory, Context, Characteristics, and Methodology) synthesizes the main theoretical, empirical, and methodological trends. Findings show a growing research interest in prosumption, despite its still-emerging stage of development. The analysis highlights key theoretical gaps, emerging research contexts, and methodological imbalances, providing directions for future research. By clarifying the structure of the field, this study advances prosumption theory and offers managerial insights into engaging consumers as active value co-creators.