A systematic review & bibliometric analysis of the Theory of Planned Behaviour in marketing research trends: (2019–2024)

The Theory of Planned Behaviour (TPB) has remained one of the most widely applied frameworks in marketing research. However, rapid digital and life transformation and evolving consumer issues raise questions regarding its contemporary relevance and structural adaptability. This study systematically examines the evolution of TPB applications in marketing research between 2019 and 2024. A structured literature review was conducted using the Scopus database. An initial sample of 773 articles was identified, which was subsequently refined through screening and eligibility criteria, resulting in a final dataset of 323 studies. Bibliometric analysis was performed using VOSviewer, and content analysis conducted using WordStat to identify thematic patterns, research clusters as well as TPB relevant trends in marketing. The findings reveal increasing extension of TPB through integration with constructs such as trust, sustainability, and technology adoption. The results also indicate growing hybridization with other behavioural models, particularly in digital and sustainability contexts. This study contributes by demonstrating that TPB is not merely persistently applied but is undergoing structural adaptation and contextual transformation within contemporary marketing research. The findings offer implications for both theoretical development and future research directions.