Authors: Dr. Sonam Arvind Singh, Dr. Kunal Patil
Abstract: Customers are increasingly aware of the rising volume of online purchases and expect sustainable, environmentally friendly business practices. Despite growing interest in the topic, there is limited research on the state, development, and structure of consumer behavior and sustainability within e-commerce scholarship. This study addresses that gap by examining the intellectual, conceptual, and social structure of research on consumer behavior and sustainability in e-commerce. A bibliometric analysis was conducted on data drawn from 104 articles indexed in Scopus. The findings show the topic is closely tied to city logistics, big data analytics, customer engagement, the circular economy, online services, and omnichannel retail, and that it spans multiple research approaches and cross-cutting themes. By identifying trends and proposing future research directions, this study contributes to the broader field of sustainability research.
