Green nudges for sustainable e-commerce: a bibliometric analysis

In view of the rising online consumption and growing environmental concerns, e-commerce platforms face a critical dilemma. They need to influence consumer choices toward sustainability without compromising user autonomy or crossing ethical boundaries. Incorporating green nudges—subtle design prompts intended to steer users toward more eco-friendly decisions—has emerged as a promising yet controversial strategy. This study conducts a systematic literature review, following PRISMA guidelines, to examine how green nudges are used in digital commerce and how effective they are in promoting sustainable purchasing patterns. A comprehensive Scopus search of studies on green nudging in e-commerce reveals a 28.21% annual publication growth rate and an average of 25.68 citations across 33 countries. Bibliometric and content analysis reveals emerging themes and identifies the contextual factors that shape the success of these interventions. The findings highlight the potential of green nudges but also reveal key challenges, including inconsistent implementation, culturally variable outcomes, and ethical concerns about manipulation. The review underscores the need for a more nuanced, context-sensitive approach to green nudge design, accounting for user demographics, digital architecture, and behavioral science. This work both synthesizes current knowledge and proposes a research agenda to guide ethical and effective use of green nudges in sustainable e-commerce.