From green marketing strategy to green purchase behavior in retail contexts

Consumer behavior drives retail and helps shift to a low-carbon economy. This study examines research trends on green consumption and sustainable behavior in retail contexts. A bibliometric study of 606 documents published between 2003 and 2025 that were retrieved from Scopus and the Web of Science (WoS). The results indicate three main developments. First, green marketing and behavioral intention continue to play a pivotal role in connecting consumers and markets. Second, trending topics like electronic word-of-mouth (eWOM) and cosmetic products are attracting attention, though with slow progress. Third, research on technology and online communication is increasing, along with the use of empirical approaches. However, the dataset excludes non-English publications from the analysis. These findings provide a systematic overview and guidelines for retail companies to create marketing strategies in line with sustainability.