What question did this study set out to answer?

To synthesize literature on consumer attitudes and behaviors toward sustainability marketing within a rapidly developing subcontinent experiencing major climate change challenges.

August 20, 2026Competitiveness Review An International Business Journal incorporating Journal of Global Competitiveness

The attitudes of Indian consumers towards sustainability marketing: a bibliometric analysis

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Authors

SSSoumitra SenGuptaIndian Association for the Cultivation of Science HGHemant GuptaICFAI Foundation for Higher Education MBMrinmoy BhattacharjeeAlliance University

Discussion

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Implication

Bibliometric analysis demonstrates key drivers of consumer attitudes toward sustainability marketing in India, highlighting the need for customer-centric strategies.

Key Points

To synthesize literature on consumer attitudes and behaviors toward sustainability marketing within a rapidly developing subcontinent experiencing major climate change challenges.
Conducted a bibliometric review following PRISMA 2020 guidelines on 56 top-quartile Scopus-indexed scholarly articles and related reports.
Mapped conceptual themes, top authors, and publication trends using R-bibliometrix and VOSviewer software.
Identified primary research clusters spanning green products, corporate innovation, marketing strategies, consumer beliefs, demographic factors, and government policies.
Observed that demographic backgrounds, consumer beliefs, and corporate innovation positively influence attitudes toward sustainability marketing.
Identified that current literature centers heavily on green marketing practices rather than broader sustainability dimensions, indicating a critical need for high-impact collaborative research.

Cite This Study

SenGupta et al. (2026) studied this question.

synapsesocial.com/papers/6a86b5eb8a91293e6a1cd779 https://doi.org/10.1108/cr-12-2025-0427

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Implication

Bibliometric analysis demonstrates key drivers of consumer attitudes toward sustainability marketing in India, highlighting the need for customer-centric strategies.

The attitudes of Indian consumers towards sustainability marketing: a bibliometric analysis

Discussion

Member takes

Implication

Key Points

Cite This Study

The attitudes of Indian consumers towards sustainability marketing: a bibliometric analysis

Discussion

Member takes

Implication

Key Points

Cite This Study

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