Paving the way: Scientometrics of consumer behavior in sustainable fashion for future research agenda

Abstract Research on sustainable consumer behavior has recently gained stream. An increasing number of academic articles seem to be focused on this subject. This study aims to identify and analyze the scientific literature using bibliometric analysis to identify the most cited articles, authors, and countries in the literature on consumer behavior in sustainable fashion. This study comprehensively investigates the topic by scrutinizing 759 publications between 1992 and 2024 sourced from the Scopus database. The study applied the VOSviewer to visualize and interpret the data. The study's findings are presented in a quantitative analysis with tables and maps. We analyzed an exponential increase in papers or research published on consumer behavior in sustainable fashion from 2012 to 2024. In addition to offering recommendations for future research directions, this paper provides significant insights that could influence firms' and regulators' policies and tactics targeted at encouraging sustainable fashion among consumers.