Green production processes and consumer behaviour: a theory-context-characteristics-methodology framework-based systematic review and future research agenda

This study systematically reviews 97 publications from 1997 to 2024 to analyse the intellectual structure of research connecting green production processes and consumer behaviour. We identify five distinct knowledge clusters through bibliometric analysis and the theory-context-characteristics-methodology framework: strategic consumer sustainability innovation, green marketing and circular economy integration, supply chain carbon management, sustainable development and energy management, and green product development. China is the leading contributor with 18 documents, while the Journal of Cleaner Production emerges as the most influential publisher. This study also identifies eight theoretical directions for future research, with digital technology integration and cross-cultural analysis emerging as primary areas for development. Additional research directions include how artificial intelligence can predict sustainable consumption patterns, how cultural influences affect green marketing effectiveness, and how stakeholder engagement affects sustainability promotion. The findings contribute to understanding the dynamic interaction between production processes and consumer behaviour in sustainability contexts while providing a comprehensive framework for future research. The study’s limitations include its focus on Scopus-indexed and English-language publications, suggesting opportunities for broader investigation.