Understanding green loyalty: A literature review based on bibliometric-content analysis

Abstract

Green loyalty is a crucial factor that influences consumers' purchase intentions and is essential for the sustainable development of ecological environments. However, research on this topic is still scattered, and exploring the research hotspots and trends of green loyalty is vital for future studies. This systematic literature review clarified the conceptual content, structure, and measurement of green loyalty. Additionally, the study conducted a bibliometric analysis of 236 articles on green loyalty from 2002 to 2022 in the Web of Science database. The content analysis revealed the theoretical basis, antecedent and outcome variables, and mechanisms of green loyalty, providing important guidance for future research.

Keywords

• Green loyalty
• Green marketing
• Bibliometric analysis
• Content analysis