Environmental pressures and the need to preserve natural resources have increasingly encouraged societies to reconsider current consumption patterns. In this context, responsible consumption has gained growing attention among researchers and practitioners, as it plays a crucial role in promoting more sustainable lifestyles and reducing environmental impacts. Nonetheless, consumer participation in environmentally friendly consumption is inconsistent and shaped by multiple social, psychological, and contextual elements, a situation that has been further intensified by the swift digital transformation of consumer settings since 2020. Understanding how consumer behavior shapes responsible consumption in this evolving digital context therefore represents an important and insufficiently addressed research challenge. The objectives of this study were to examine the relationship between consumer behavior and green consumption through a combined bibliometric and systematic literature review, with a specific focus on the 2020–2025 period. In contrast to earlier bibliometric reviews that either encompass wider time frames without distinguishing the post-pandemic digital transition or utilize both methods separately, this study integrates them by focusing on digital transformation as the core of the analysis. A two-stage methodological approach was adopted, guided by the preferred reporting Items for systematic reviews and meta-analyses protocol. First, a bibliometric analysis was conducted on 143 articles retrieved from the Scopus database, analyzed using VOSviewer to explore publication trends, co-authorship networks, and keyword co-occurrence structures. In the second phase, a thematic analysis was performed on 31 chosen articles utilizing qualitative data analysis software-12 to pinpoint significant research themes, theoretical Framework, and emerging viewpoints. The findings reveal a significant increase in academic interest in green consumption, particularly from 2023 onward, driven in part by post-pandemic shifts and the growing influence of digital platforms. Three bibliometric clusters structure the field: green marketing and advertising strategies, institutional and governmental drivers of sustainable consumption, and psychological and behavioral determinants anchored in the theory of planned behavior. The comprehensive examination additionally indicates that digital platforms are still insufficiently theorized as mediating mechanisms, and that an ongoing intention–behavior gap continues to pose challenge both theory and practice. The study proposes an integrative conceptual framework synthesizing these findings. Key limitations include reliance on the Scopus database, restriction to English-language publications, and the temporal boundary of the dataset.
Soulami et al. (Wed,) studied this question.