Marketing bền vững và hành vi người tiêu dùng: Phân tích thư mục về cấu trúc trí tuệ và các lĩnh vực nghiên cứu mới nổi
Nội dung chính của bài viết
Tóm tắt
Bài viết phân tích trắc lượng thư mục trong lĩnh vực marketing bền vững và hành vi người tiêu dùng nhằm bộc lộ cấu trúc và quỹ đạo phát triển của lĩnh vực này. Nghiên cứu phân tích 1.588 tài liệu trên Scopus và Web of Science (1995 đến 2026) theo PRISMA 2020, áp dụng năm kỹ thuật bản đồ khoa học (đồng trích dẫn, đồng xuất hiện từ khóa, MCA, bản đồ chiến lược, tiến hóa theo thời gian) và mô hình logistic bằng Bibliometrix. Kết quả cho thấy lĩnh vực đã trưởng thành, với bốn đặc điểm cấu trúc: (i) lĩnh vực phân chia rõ rệt thành hai dòng nghiên cứu đối lập về marketing chiến lược cấp doanh nghiệp và cơ chế tâm lý cá nhân; (ii) không có chủ đề nào đạt đồng thời mật độ và tính trung tâm cao (Motor themes), cũng không có chủ đề nào nằm rõ trong vùng đang hình thành (Emerging themes); (iii) lý thuyết và phương pháp tập trung quá mức vào TPB và PLS-SEM, kèm sự đan xen khái niệm giữa marketing bền vững và marketing xanh; (iv) ba chủ đề mới nổi giai đoạn 2024 đến 2026 là trí tuệ nhân tạo, tẩy xanh (greenwashing) và tác động kinh tế xã hội. Bài viết mang lại ba đóng góp: lần đầu định lượng vòng đời và dự báo điểm bão hòa của lĩnh vực; cung cấp bằng chứng số học (64,99% phương sai) cho khoảng cách giữa nghiên cứu cấp doanh nghiệp và cấp cá nhân vốn trước đây chỉ được nêu định tính; và xác định trí tuệ nhân tạo cùng khung pháp lý về tẩy xanh là hai động lực sẽ định hình nghị trình nghiên cứu giai đoạn 2026 đến 2030.
Abstract
This paper conducts a bibliometric analysis of the intersection between sustainable marketing and consumer behavior to reveal the intellectual structure and developmental trajectory of the field. Following the PRISMA 2020 protocol, the study analyzes 1,588 documents retrieved from Scopus and Web of Science (1995 to 2026), applying five science mapping techniques (co-citation analysis, keyword co-occurrence analysis, multiple correspondence analysis, thematic map, and temporal evolution analysis) together with a logistic growth model in Bibliometrix. The results indicate that the field has reached maturity, with four structural characteristics: (i) the literature is sharply divided into two opposing research streams, namely firm-level strategic marketing and individual-level psychological mechanisms; (ii) no themes simultaneously achieve high density and high centrality (Motor themes), and no themes fall clearly within the emerging zone (Emerging themes); (iii) the theoretical and methodological foundations are over-concentrated on the Theory of Planned Behavior (TPB) and PLS-SEM, with conceptual ambiguity between sustainable marketing and green marketing; and (iv) three emerging themes during 2024 to 2026 are artificial intelligence, greenwashing, and economic and social effects. This paper offers three contributions: it provides the first quantification of the field's life cycle and forecasts its saturation point; it offers numerical evidence (64.99% of variance) for the gap between firm-level and individual-level research that had previously been described only qualitatively; and it identifies artificial intelligence and the regulatory framework addressing greenwashing as two driving forces that will shape the research agenda for the 2026 to 2030 period.
Từ khóa
Phân tích thư mục; hành vi người tiêu dùng; marketing bền vững; bản đồ khoa học
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, M31 - Marketing - Marketing and Advertising, Q56 - Environment and Development • Environment and Trade • Sustainability • Environmental Accounts and Accounting • Environmental Equity • Population Growth - Environmental Economics
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