A bibliometric analysis and policy recommendation on Asian consumers’ green purchasing behavior

Abstract The objective of this study is to conduct a bibliometric analysis of Asian consumers’ green purchasing behavior (GPB). Specifically, this paper identifies publication trends, leading authors, countries, and key research themes related to Asian consumers’ GPB. Additionally, it proposes a GPB model for Asian consumers based on a synthesis of previous research findings and formulates alternative policy recommendations for governments to enhance GPB in the Asian context. The study adopted the Scientific Procedures and Rationales for Systematic Literature Review (SPAR-4-SLR) protocol. Data were extracted from the Scopus database, and bibliometric analyses were conducted using VOSviewer and the R-package software. The findings revealed that 278 documents on Asian consumers’ GPB were published between 2000 and July 2024, with the most cited publications appearing in 2023. China emerged as the leading country in terms of both publication volume and citation impact. This study identified four major research themes through bibliometric co-word analysis: (1) environmental concern and the Theory of Planned Behavior (TPB), (2) consumer attitudes and perceptions, (3) environmental knowledge, and (4) personal factors. Furthermore, it proposed a logic model for alternative policy recommendations to improve GPB in Asia. To the best of our knowledge, this is the first bibliometric study focusing on Asian consumers’ GPB. Therefore, this paper provides a valuable guide for researchers studying GPB trends over time. It also serves as a useful reference for policymakers in designing and implementing strategies to promote GPB within the Asian context.