Digital technologies and consumer behavior in supply chains: a bibliometric analysis of emerging trends and core concepts

This paper presents a bibliometric analysis of academic literature exploring the impact of digital technologies on consumer behavior within supply chain management. Based on 133 publications retrieved from the Scopus database, the study identifies four major thematic clusters: (1) digital consumer interaction, (2) technological innovation, (3) marketing strategies, and (4) sustainability in food supply chains. The results reveal how Big Data Analytics (BDA), Artificial Intelligence (AI), and Blockchain technologies not only optimize operations but also contribute to building more transparent and sustainable supply chains. A complementary keyword framework highlights core and emerging concepts, showing how research is evolving towards personalization, predictive analytics, and sustainable practices. The main contribution of this work is to provide a structured overview of the role of digital technologies in reshaping consumers’ role in supply chains, offering practical insights for managers and policymakers while guiding future interdisciplinary research.