Bibliometric Analysis of Green Marketing and Consumer Behavior: Analysis of Purchase Intention for Environmentally Friendly Products Among Urban Consumers in Indonesia
Keywords:
Green Marketing; Green Purchase Intention; Urban Consumers; Sustainability; Green TrustAbstract
This study aims to analyze the factors influencing purchase intention of environmentally friendly products among Indonesian urban consumers using a Systematic Literature Review and bibliometric approach. A total of 600 initial articles were screened using the PRISMA protocol, resulting in 50 reputable national and international articles that met the inclusion criteria. Data sources were gathered through Google Scholar using keywords such as green marketing, green purchase intention, environmentally friendly products, and urban consumers. Thematic analysis was conducted to identify conceptual patterns, while bibliometric analysis using VOSviewer was used to map knowledge structure, keyword density, and inter-variable relationships. The results indicate that environmental attitude, green trust, green perceived value, and green marketing communication are dominant determinants of green purchase intention. Price continues to act as a major barrier but can be mitigated by increasing perceived value and credibility of environmental information. Bibliometric analysis highlights green trust, eco-friendly products, and sustainability as core clusters consistently growing in global research from 2020–2025. Transparent and evidence-based green marketing strategies supported by consumer education are essential in enhancing urban consumers’ green purchase intentions.
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