Article Not peer-reviewed version

Bibliometrics Study of Retail and

Consumer Behavior Articles (1971-2022)

*
Quintessa Huynh

Posted Date: 18 December 2023

doi: 10.20944/preprints202312.0510.v2

Keywords: retail; consumer behavior; bibliometrics; marketing trends; research community

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Article
A Bibliometrics Study of Retail and Consumer
Behavior Articles (1971-2022)
Quintessa Huynh
Auburn University at Montgomery; [email protected]

Abstract: This paper conducts a bibliometric analysis focusing on retail and consumer behavior
studies. The research addresses key research questions exploring the landscape and evolution of
academic contributions in this domain. Leveraging the Scopus database, the research analyzes a
significant corpus of 2,111 documents from 1971 to 2022. The findings reveal a distinct surge in
scholarly output, reflecting an escalated interest in understanding consumer behavior, particularly
in digital environments, influenced by factors such as sustainability and ethical concerns. The
research also identifies leading countries and institutions in document production, highlighting the
dominance of the United States, the United Kingdom, India, China, and other leading institutions.
The analysis also identifies prolific authors, prevalent research themes, and major publications,
emphasizing the evolving demand of retail strategies and consumer behavior research.

Keywords: retail; consumer behavior; bibliometrics; marketing trends; research community

Introduction
The relationship between retailing and consumer behavior has long been a central academic
research focus. Mishra, Singh, and Koles (2021) examine how omnichannel retailing strategies
significantly impact consumer decision-making. Similarly, Lin et al. (2019) explored gender-specific
variations in online purchasing decisions, highlighting how retail environments are tailored to
influence disparate consumer segments. These studies affirm that retail strategies and environments
are intricately designed to shape consumer choices. Retail environments and strategies influence
consumer decision-making processes. Collectively, these studies underscore the complex interplay
between retailing and consumer behavior. The importance of understanding how businesses offer
products and services, coupled with the motivations and actions of the consumers who buy them,
cannot be overstated.
Li, et al., (2020) explained that retailing involves the process through which goods and services
are sold to consumers. From traditional brick-and-mortar stores to the sprawling digital marketplaces
of today, the retailing landscape has undergone tremendous transformation over the decades
(Johannson 2020). How products are presented, the environments in which they are sold, and the
strategies employed to entice potential buyers have all evolved in response to changing consumer
demands and technological advancements (Zhao et al., 2021). On the other side of this dynamic is
consumer behavior. It seeks to unravel the complex web of reasons that dictate consumers'
purchasing decisions. Whether influenced by personal preferences, societal trends, or economic
factors, understanding the 'why' behind consumer choices is pivotal for retailers aiming to tailor their
offerings effectively.
The ongoing evolution in retail environments and consumer decision-making processes presents
an ever-shifting challenge for scholars and practitioners alike. Historically, the 21st century witnessed
significant shifts in retail paradigms, moving from local shop-centric models to large-scale retail
chains and e-commerce platforms. Similarly, consumer behavior saw transformations driven by
globalization, technological innovations, and changing societal values (Ramazanov et al.,2021). In the
context of retailing and consumer behavior, such an analysis aids in discerning the trajectory of
scholarly thought and influential researchers (Purcărea et al., 2020). By analyzing trends, identifying

© 2023 by the author(s). Distributed under a Creative Commons CC BY license.

Preprints (www.preprints.org) | NOT PEER-REVIEWED | Posted: 18 December 2023 doi:10.20944/preprints202312.0510.v2

significant contributors, and highlighting core thematic areas, bibliometric studies can provide
invaluable insights into the state of research in any given field (El Akrami et al., 2023). This paper
aims to fill this gap by answering the following research questions (RQs):
RQ1: What is the publication trend and distribution of document types over time in the field?
RQ2: What countries and institutions yield the most and most publications in consumer behavior and
retailing?
RQ3: Who are the most prolific authors in the field, and what is their impact?
RQ4: What are the field's popular research themes or topics, and how have they evolved over time?
RQ5: What are the most frequently cited papers in the field, and what do they contribute to the
literature?

Historical Overview of Retail and Consumer Behaviour

The history of retailing can be traced back to ancient civilizations, where marketplaces were
established as trade centers. Over the centuries, retail has evolved in response to societal and
technological changes (Wang, 2021). In the 21st century, the rise of department stores, supermarkets,
and shopping malls transformed the retail landscape, offering consumers unprecedented variety and
convenience. The latter part of the century saw the inception of e-commerce, facilitated by the
Internet, fundamentally reshaping consumer purchasing habits.
Consumer behavior, the study of why and how consumers make purchase decisions, has been
a subject of interest for centuries. Early studies were predominantly psychological, focusing on
individual decision-making processes (Joseph & Gaba, 2020). However, with the advent of marketing
as a discipline in the 21st century, the scope expanded to incorporate sociological, cultural, and
economic perspectives (Vargo et al., 2023). Fundamental theories emerged, like Maslow's hierarchy
of needs, which postulates a tiered approach to understanding consumer motivations. The advent of
e-commerce platforms in the early 21st century marked a pivotal shift, catalyzing further research
into online consumer behavior. E-commerce modified purchasing methods and revolutionized
customer relationship management, analytics, and targeted marketing (Kumar et al., 2019). Firms
began to recognize the importance of personalization and convenience, employing algorithms to
customize consumer experience and thus influence purchasing decisions (Hosanagar et al., 2013).
These technological advancements led to an unprecedented disruption in traditional retail,
compelling them to integrate online strategies to maintain competitive advantage. As Wang et al.
(2016) highlighted, the seamlessness and accessibility provided by platforms like Amazon and
Alibaba have had a profound impact on the consumer purchase cycle, with a ripple effect on
shopping habits, loyalty, and even impulse buying.
The study of consumer behavior has evolved substantially over the years, reflecting changes in
society, technology, and market dynamics. While earlier models were rooted in psychology, the field
has incorporated sociological, cultural, and economic perspectives, subsequently adapting to the
digital transformation that has swept the retail landscape. The burgeoning e-commerce sector has
significantly altered traditional consumer behavior patterns, inviting continuous scholarly
exploration.

Technological and Ethical Paradigms in Modern Retail

Influence of Technology on Consumer Behavior

Technology has reshaped retail structures and consumer behavior. The ubiquity of smartphones
and the rise of social media have provided consumers with many information sources (Sharmin et
al., 2020). Reviews, unboxing videos, and influencer endorsements on platforms like YouTube and
Instagram are pivotal in shaping purchasing decisions. One foundational study by Duhigg (2012) in
the "New York Times" elaborated on how data analytics could predict consumer behavior to an
alarming extent, underscoring the capabilities of technology in personalizing retail strategies.
However, the ethical implications of such personalization, notably concerning privacy and data
security, have become increasingly scrutinized (Martin, 2018). In this light, ethical considerations
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have been recognized as an integral part of retail technology adoption, with concerns related to data
misuse and consent featuring prominently in scholarly dialogues (Zuboff, 2019).
The role of social media in consumer decision-making processes is increasingly evident.
Platforms like Instagram and YouTube are replete with influencer marketing, reviews, and unboxing
videos that mold consumer perceptions and decisions (Smith et al., 2020). While this opens new vistas
for marketing strategies, it also triggers ethical debates around disclosure and the authenticity of
online endorsements (Wojdynski & Evans, 2016). The technological change in retail provides an
unprecedented possibility for understanding and influencing consumer behavior. Studies have also
demonstrated that concurrently pose ethical dilemmas that have yet to be comprehensively
addressed in academic literature. Technological advancements significantly drive the evolution of
consumer behavior in modern retail (Sima et al., 2020). These technological shifts provide a fertile
ground for academic inquiry, particularly regarding their ethical ramifications. The continual
changes in consumer behavior necessitate an ongoing scholarly investigation, enriching the existing
bibliometric studies within the marketing field.

Bricks-and-Clicks: Integrating Physical and Digital Retail

The bricks-and-clicks model, which merges online and physical retail, has become increasingly
prominent as a strategy for traditional retailers. Companies like Walmart and Target have effectively
adopted this model, offering 'click-and-collect' services that allow consumers to purchase items
online and pick them up in-store (Mason & Jarvis, 2023). This strategy combines the convenience of
online shopping with the immediacy and tactile satisfaction of physical retail, creating a hybrid
consumer experience. The significance of this model lies in its ability to cater to evolving consumer
preferences influenced by technological advancements. The click-and-collect service capitalizes on
digital capabilities for personalized advertising and efficient inventory management, thus enhancing
consumer satisfaction and loyalty (Verhoef et al., 2015).
Additionally, retail globalization necessitates a localized approach to accommodate different
cultural preferences in shopping habits. Studies indicate that consumer behavior varies significantly
across cultures, making retailers need to tailor their strategies to specific markets (De Mooij, 2018).
The bricks-and-clicks model is agile enough to adapt to these culturally specific preferences, enabling
retailers to provide localized, personalized services globally. The bricks-and-clicks model represents
an effective strategy for traditional retailers to compete in the digital age, providing a seamless,
hybrid shopping experience that accommodates varying technological and cultural consumer
preferences. Thus, this model addresses current consumer needs and offers a scalable framework for
the future, making it a subject of interest for further academic investigation in marketing.

Sustainability and Ethical Consumerism

The 21st century has seen a surge in consumer awareness about environmental and ethical
issues. The demand for sustainable products, fair trade, and ethical sourcing has risen. Retailers, in
response, have incorporated sustainable practices not only as a moral imperative but also as a strategy
to appeal to the environmentally-conscious consumer (Pinto, 2020). In addition, technology continues
to evolve at an unprecedented rate, and the retail sector is poised for further transformation. While
nascent, concepts like virtual reality shopping, drone deliveries, and cashier-less stores hint at the
future trajectory of retail (Bauer et al. 1215). Moreover, these technological shifts introduce ethical
complexities. For example, drone deliveries, while reducing carbon footprints, raise concerns about
surveillance and data privacy. Consumer behavior scholars find the VOS Viewer an invaluable
resource for dissecting intricate questions that extend beyond simple purchasing trends. By
visualizing complex bibliometric data, they can delve into deeper issues, such as ethical
considerations and societal implications of consumer choices. Recent studies by Basu et al. (2023)
suggest that VOS Viewer enables a nuanced exploration of consumer psychology and decision-
making processes, thereby opening up avenues for research that seeks to understand the evolving
landscapes of consumer interests and ethical consumption.
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Materials and Methods

Bibliometric analysis, a quantitative research method, is essential for systematically examining
vast scientific literature collections (Donthu et al., 2021). Its primary function is to explore patterns,
relationships, and trends within a specified research area. Such an analysis is valuable for
comprehending the landscape and evolution of a particular domain, in this case, the interplay
between retailing and consumer behavior. Scopus is one of the world's leading databases for finding
academic papers. The study chose it because it has many articles on retailing and consumer behavior.
It allowed us to search for many papers simultaneously and was crucial for ensuring our research
covered as much ground as possible (Adams, 2015).
The study primarily sourced its data from the Scopus database, which is recognized for its
comprehensive collection of peer-reviewed research literature. Scopus provides a balanced blend of
journals, conference proceedings, and patents, making it a fitting choice for a study intending to
capture the multifaceted nature of retailing and consumer behavior research over the decades
(Burnham, 2006).
The following earch criteria were employed to ensure the relevancy of the documents:
TITLE-ABS-KEY ( retail OR retailing AND "consumer behavior" OR "consumption behavior" ) AND
PUBYEAR > 1961 AND PUBYEAR < 2023 AND ( LIMIT-TO ( SUBJAREA , "BUSI" ) OR LIMIT-TO (
SUBJAREA , "SOCI" ) OR LIMIT-TO ( SUBJAREA , "DECI" ) OR LIMIT-TO ( SUBJAREA , "PSYC" ) )
AND ( LIMIT-TO ( LANGUAGE , "English" ) )
In accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses
(PRISMA) guidelines, this study has undertaken a rigorous data collection and filtration process to
explore the relations between consumer behavior and retail within a defined academic context. The
research embarked on a comprehensive search commencing from the earliest publications on the
subject, culminating in the year 2022, judiciously excluding documents from 2023 and certain papers
from 2024 since the dataset from these years is not complete for usage. The initial search span yielded
a corpus of documents indicative of the prolific scholarly activity within consumer behavior and
retail domains.
The search was meticulously narrowed to four specific subject areas to ensure the pertinence of
the literature to the study's focus areas. These areas were selected based on their direct implications
and contributions to the overarching themes of retail and consumer behavior. Consequently,
documents were excluded from the categories of Business, Management, and Accounting (2,737
documents), Social Science (768 documents), Decision Science (239 documents), and Psychology (163
documents). This strategic limitation was pivotal in refining the search results suitable to the study’s
investigative drive. The exclusion of potentially related domains such as Economics, Econometrics,
and Finance (467 documents), Computer Science (280 documents), Environmental Science (258
documents), and Engineering (191 documents), among others, was a conscious decision to anchor the
study within the most significant parameters without diluting its focus. The prioritization of
relevance over breadth ensured the research aligned with the most influential factors shaping
consumer behavior in retail contexts.
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Figure 1. Application of PRISMA.

The PRISMA guidelines necessitate criteria and systematic processes, contributing to the
credibility and reproducibility of research findings (Moher et al., 2009). The resulting dataset from
this scrupulous process offers a robust foundation for subsequent analysis (Kahrass, et al., 2021). The
findings drawn from these carefully curated sources are expected to provide significant insights into
consumer behavior and retail dynamics, potentially illuminating pathways for future scholarly
exploration. Furthermore, the language criterion was established to consider only documents
published in English, recognizing it as the main language of the global academic community, thereby
maximizing the accessibility and applicability of the findings. The initial yield from the Scopus
database comprised 5,111 documents. After language filtration, the corpus remains 3,461 English
language papers. The PRISMA framework guided the exclusion of papers that satisfied one of the
criteria central to this research: consumer behavior or retail. Employing PRISMA enhances the
precision of data selection and ensures transparency in the research process. It allows for delineating
the research’s scope with an explicit, replicable method. Such a meticulous approach is echoed in the
literature, where PRISMA’s structured process is lauded for its capacity to filter and substantiate the
quality of systematic reviews (Page et al., 2021). In this vein, the present study's adherence to
PRISMA's systematic criteria underscores its scholarly rigor. This refinement was instrumental in
distilling the dataset to a core of 2,111 documents, embodying a precise match for the research
question at hand.
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Results

Longitudinal growth and types of document

Figure 2 presents document distributions from 1971 to 2022. There are four types of documents:
book chapter (labeled in green), conference paper (labeled in yellow), review (labeled in blue), and
journal article (labeled in green). "The marketing mix and buyer behaviour in the television rental market"
by Livesay F. is the first article published in 1971 in the European Journal of Marketing. This study
examines the application of marketing principles in the TV rental market. It was conducted by
surveying over 200 customers about the pros and cons of renting a TV, thereby providing suggestions
to improve rental TV market marketing efficiency and maintain customer loyalty.
Journal articles dominate the timeline, highlighting a strong focus on primary research.
Publications were limited from 1971 to the mid-1990s, suggesting the field's nascent stage. However,
a surge in articles appeared by the late 1990s, with conference papers and reviews following suit post-
2000. This increase in conference papers implies heightened scholarly collaboration. While reviews
and book chapters are less frequent, consistent growth is noted post-2010, indicating their role in
synthesizing insights. The post-2015 period displays a balanced mix of all document types, signifying
the field's evolution and diverse academic contributions.

Figure 2. Number of types of documents per year (1971 - 2022).

Countries
Figure 3 represents the academic engagement of countries within the domain of consumer
behavior and retail, emphasizing temporal trends in publication. In this representation of academic
engagement among countries, each node represents a country involved in contributing to
publications. The node's magnitude reflects the number of published works. Larger nodes indicate
countries with a higher volume of publications. The United States, with an average publication year
of 2012, alongside the United Kingdom (2011), Canada (2011), and Australia (2014), emerge as
significant contributors, indicating their longstanding influence in the field. These influences with
countries such as New Zealand, Belgium, and the Netherlands demonstrate a cluster of advanced
research activity with publications averaging between 2010 and 2013. The colors of nodes are to
determine the average publication years of each country, spanning from dark purple (before 2012) to
yellow (2022). Countries represented by yellow nodes, such as Bangladesh, Yemen, and Morocco,
display active involvement, highlighting the expansion of academic contributions to this domain.
Two recent massive players in publishing about consumer behavior and retail are India and China,
illustrating an average publication year of 2017-2018, along with green nodes, for example, Germany
and Japan, averaging 2015, showcasing a spectrum of growing engagement. This cartographic
representation shows the historical depth of contributions and indicates the evolving landscape of
international research collaboration.
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Of 190 documents that the United States collaborated with other countries, the United States
with China had the leading number of documents, 24. The United States also has 19 with South Korea,
15 with Australia, 12 with India, 11 with Germany, and 10 with the United Kingdom. Of the 24 articles
the United States wrote about China, most were from Purdue University and Zhejiang University,
with an average publication year of 2022. 19 articles were co-written by the United States and Korea,
with Seoul National University being the leading contributor, with an average publication year of
2020. The United States and Australia cooperated in producing 15 articles. Second place as the
country with the most collaboration, the United Kingdom has 11 documents with France, 8 with
Canada, and 7 with Germany. IESEG School of Management and Reading University contributed 3
out of 10 articles written by the United Kingdom and France. Of the 8 articles written by the authors
from the United Kingdom and Canada, most were from the University of Waterloo and Manchester
Metropolitan University. Interestingly, Austria collaborated on 16 documents overseas, and 7 of them
were with Germany.

Figure 3. 81 countries publishing in the field of consumer behavior and retailing.

Based on the number of documents and citations, the tables present a scholarly output and its
impact in a given academic field, presumably related to consumer behavior and retail. Table 1
indicates that the United States leads in document production and citation impact, followed by the
United Kingdom and India. This suggests a concentration of academic activity in these countries.
However, in terms of citations, countries like the Netherlands and Finland outperform their ranking
in document numbers, pointing to a higher impact per document.

Table 1. 20 countries with the most documents and citations.

No Country Documents No Country Citations

1 The United States 591 1 The United States 26,482
2 The United Kingdom 299 2 The United Kingdom 11,738
3 India 178 3 Australia 5,783
4 Australia 141 4 India 4,485
5 China 119 5 Netherlands 4,463
6 Germany 103 6 Finland 3,671
7 Canada 80 7 Canada 3,297
8 France 72 8 Germany 3,037
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9 Spain 68 9 China 2,842

10 Italy 53 10 Italy 2,409
11 South Korea 45 11 Spain 2,386
12 Netherlands 44 12 South Korea 2,143
13 Taiwan 40 13 France 2,105
14 Finland 39 14 Belgium 1,763
15 South Africa 38 15 Taiwan 1,557
16 New Zealand 37 16 New Zealand 1,508
17 Malaysia 37 17 Greece 1,463
18 Greece 36 18 South Africa 1,330
19 Sweden 31 19 Sweden 1,097
20 Brazil 27 20 Norway 1,005

Institutions
The VOSviewer map describes the scholarly landscape from 1971 to 2022, highlighting 245
institutions with varying degrees of contribution to a specific academic domain. Institutions such as
the University of South Carolina, California State University, and the University of Pennsylvania in
the United States, alongside Monash University in Australia, are prominent, with peak contributions
around 2012. Meanwhile, Manchester Metropolitan University in the United Kingdom, the
University of Manchester, United Kingdom, and the University of Wisconsin, United States, anchor
the network with substantial input averaging back to 2009. Early contributors, including Purdue
University, United States, Brunel University, United Kingdom, the University of Birmingham, and
Florida State University, United States, trace their crucial input to an average year of 2005. The vital
participation is evident from yellow nodes such as North-West University, South Africa, and the
University of Waterloo, Canada, marking global research engagement's expansive and inclusive
nature within this academic terrain. This visual analysis underscores the dynamic interplay between
long-established and emerging contributors, reflecting a robust and collaborative international
academic community.

Figure 4. Overview of 245 institutions contributed articles.

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Table 2. Institutions with the most documents and citations.

No Institutions Documents No Institutions Citations

University of South Carolina, University of Groningen,
1 22 1 1,659
United States Netherlands
Manchester Metropolitan Maastricht University,
2 19 2 1,379
University, United Kingdom Netherlands
Athens University of
Northwestern University,
3 Economics And Business, 18 3 1,330
United States
Greece
University of South Middlesex University,
4 18 4 1,236
Australia, Australia United Kingdom
University of North Texas, Babson College, United
5 16 5 1,195
United States States
University of Wisconsin, University of Alberta,
6 15 6 1,188
United States Canada
University of Pennsylvania, University of Memphis,
7 15 7 1,159
United States United States
Athens University of
8 Griffith University, Australia 15 8 Economics And Business, 1,106
Greece
University of Stirling, United Texas A&M University,
9 15 9 1,079
Kingdom United States
Monash University, North-West University,
10 15 10 1,073
Australia South Africa
University of Tennessee, University of North Texas,
11 15 11 946
United States United States
California State University, University of Wisconsin,
12 15 12 928
United States United States
Middlesex University, University of Connecticut,
13 13 13 889
United Kingdom United States
University of Manchester, Creighton University,
14 13 14 859
United Kingdom United States
Duke University, United
15 Curtin University, Australia 13 15 851
States
The University of
University of Pennsylvania,
16 Manchester, United 13 16 847
United States
Kingdom
Cardiff University, United Lappeenranta University of
17 12 17 841
Kingdom Technology, Finland
The Hong Kong Polytechnic Griffith University,
18 12 18 839
University, Hong Kong Australia
Northwestern University, University of South
19 11 19 804
United States Carolina, United States
Michigan State University, New York University,
20 11 20 711
United States United States

Table 2 provides the distribution of scholarly output across various institutions. In the top 20
institutions with the most documents, there are 8 institutions from the United States, 6 from the
United Kingdom, 4 from Australia, 1 from Hong Kong, and 1 from Greece. Regarding citations, the
United States has an overwhelming number of institutions, 12 out of 20. The University of Groningen
in the Netherlands leads in citations, suggesting high-impact research. Contrastingly, the University
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10

of Memphis in the United States has fewer documents but a notably high citation count, pointing to
evidence-based work in the field. Also, it shows that the University of South Carolina leads in the
number of documents. This implies focusing on quantity over impact or the institution's work
gaining recognition. One key observation is the dominance of U.S. institutions in both tables,
emphasizing the country's role as a scholarly contributor in this field. Also noteworthy is the
appearance of institutions from diverse geographical regions, indicating the global nature of the
research.

Community
From 1971 to 2022, the authorship landscape within the described academic field is illustrated
through a network of 117 authors, segmented into clusters by collaboration patterns and research
focus. The visualization identifies key contributors such as Pantano E., with a prolific output of 16
documents, averaging a publication year 2017, indicating a central role in recent academic discourse.
Notable contemporaries include Dennis C., with 15 documents anchored around 2012, and Kim J.,
who presents a slightly recent influence with 17 documents averaging 2014. The latest wave of
research, predominantly from 2020 to 2022, is represented by yellow nodes, where authors Yang X.
and Wang S., each with 2-3 publications, explain the cutting edge of current scholarly output. This
thematic cartography highlights individual scholarly contributions and the dynamic
interconnections between researchers, reflecting a vibrant and evolving academic collaboration
network.

Figure 5. 117 authors with the highest impact.

Table 3 illustrates the prolific nature of authors based on document count. Kim J. emerges at the
peak with 17 documents, showcasing high academic activity. However, a different metric of success
is evident. Grewal d., with just five documents, has amassed 1806 citations, positioning him as the
most influential author. This dichotomy underscores that a large volume of work, as demonstrated
by Kim J., does not necessarily equate to the most impactful research. Pantano e.
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11

Table 3. Authors with the most documents.

No Author Affiliation, Country Documents First Publication

A consumer shopping
Iowa State University, United channel extension model:
1 Kim, Jihyun 17
States Attitude shift toward the
online store
Entertainment in retailing:
Pantano, University of Bristol, United
2 16 The influences of
Eleonora Kingdom
advanced technologies
From bricks to clicks:
Middlesex University, United
3 Dennis, Charles 15 Understanding the e-
Kingdom
consumer
Buying decisions towards
Rajagopal EGADE Business School, organic products: An
4 13
Rajagopal Mexico analysis of customer value
and brand drivers
Consumer demographics,
Carpenter, University of South Carolina, store attributes, and retail
5 12
Jason M. United States format choice in the US
grocery market
Consumers’ perceptions
of micro-retail location:
Foxall, Gordon Cardiff University, United Wayfinding and cognitive
6 9
R. Kingdom mapping in planned and
organic shopping
environments
Moderating role of
Schramm-Klein, University of Siegen,
7 9 involvement in building a
Hanna Germany
retail brand
Athens University of Internet shopping
Vrechopoulos,
8 Economics and Business, 8 adoption by Greek
Adam P.
Greece consumers
Consumer demographics,
Moore, North Carolina State store attributes, and retail
9 8
Marguerite University, United States format choice in the US
grocery market
Region of origin as choice
The University of Adelaide, factor: wine knowledge
10 Bruwer, Johan 8
Australia and wine tourism
involvement influence
Channel strategies for
durable goods:
University of California,
11 Wang, Yunzeng 8 coexistence of selling and
Riverside, United States
leasing to individual and
corporate consumers
E-customers' third party
Purdue University, United
12 Park, Jungkun 7 complaining and
States
complimenting behavior
Moderating role of
Swoboda,
13 University of Trier, Germany 7 involvement in building a
Bernhard
retail brand
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12

Why do people use food

Dhir, delivery apps (FDA)? A
14 University of Agder, Norway 6
Amandeep uses and gratification
theory perspective
Factors influencing the
types of products and
15 Phau, Ian Curtin University, Australia 6
services purchased over
the Internet
Crafting integrated
University of Maryland,
16 Zhang, Jie 6 multichannel retailing
United States
strategies
The behavioural
Sigurdsson, economics of neutral and
17 Reykjavik University, Iceland 6
Valdimar upward sloping demand
curves in retailing
'That item is mine!'
Nichols, Consumer
Northern Kentucky
18 Bridget 6 competitiveness and need
University, United States
Satinover for control: A study of
internet auction bidding
Challenges and
opportunities in
19 Grewal, Dhruv Babson College, United States 5
multichannel customer
management
Challenges and
Verhoef, Peter University of Groningen, opportunities in
20 5
C. Netherlands multichannel customer
management

Keywords
The visual map of current research in consumer behavior reveals distinct thematic clusters
defined by key terms and average publication years. Consumer behavior (average publication year
2012) and retailing (2011) are central to the discourse, indicating foundational focus areas. The chart
shows emerging topics, represented by yellow nodes, encompassing 'COVID-19' and 'consumer
preferences,' reflecting adaptive research post-2020 and preference for individual choice patterns. The
proliferation of 'digitalization' and related constructs such as 'augmented reality' and 'omnichannel'
underscores the field's engagement with the digital landscape's evolution. Notably, 'qualitative'
research has gained prominence with the highest publication in 2020, demonstrating a
methodological shift. Dark purple nodes, dating from 2008 to 2011, include 'customer loyalty' and
'internet,' alongside 'financial services' and 'virtual banking,' mapping the historical trajectory of
consumer behavior studies. This division also covers demographic and sector-specific insights, from
'older consumers' to 'supermarkets,' and integrates ethical considerations with terms like 'ethics,'
reflecting the breadth and evolution of the field.
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Figure 6. 300 most popular keywords.

Major publications

Table 4 indicates that the top 20 most cited documents revolve around understanding and
analyzing various aspects of consumer behavior in different contexts. They explore factors
influencing online shopping, such as decision-making aids, technology acceptance, store image, and
website quality. Moreover, several studies focus on specific niches, such as organic food
consumption, the impact of the COVID-19 pandemic on purchasing behavior, and the relationship
between corporate social responsibility and consumer trust.

Table 4. Compilation of the top 20 most cited publications.

Title Author Year Journal Citations

Consumer decision making
in online shopping
Häubl G., Trifts V. 2000 Marketing Science 1,074
environments: The effects of
interactive decision aids
International
Consumer reactions to
Jarvenpaa, S.L.; Toad, Journal of
electronic shopping on the 1996 936
P.A. Electronic
World Wide Web
Commerce
Enticing online consumers:
Chen L.-D., Gillenson Information and
An extended technology 2002 859
M.L., Sherrell D.L. Management
acceptance perspective
Challenges and Neslin S.A., Grewal D.,
opportunities in Leghorn R., Shankar V., Journal of Service
2006 708
multichannel customer Teerling M.L., Thomas Research
management J.S., Verhoef P.C.
On the relationship between
European Journal
store image, store Bloemer J., de Ruyter K. 1998 652
of Marketing
satisfaction and store loyalty
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Wine online: Search costs

affect competition on price, Lynch Jr. J.G., Ariely D. 2000 Marketing Science 642
quality, and distribution
Multichannel customer International
management: Understanding Verhoef P.C., Neslin Journal of
2007 627
the research-shopper S.A., Vroomen B. Research in
phenomenon Marketing
Customer Experience Puccinelli N.M.,
Management in Retailing: Goodstein R.C., Grewal Journal of
2009 592
Understanding the Buying D., Price R., Raghubir P., Retailing
Process Stewart D.
Subjective norms, attitudes
and intentions of Finnish Tarkiainen A., British Food
2005 584
consumers in buying organic Sundqvist S. Journal
food
Identifying key factors International
affecting consumer purchase Journal of Retail &
Park C.-H., Kim Y.-G. 2003 539
behavior in an online Distribution
shopping context Management
Consumption self-control by
rationing purchase quantities Wertenbroch K. 1998 Marketing Science 535
of virtue and vice
Consumer behavior and
Journal of
purchase intention for
Rana J., Paul J. 2017 Retailing and 523
organic food: A review and
Consumer Services
research agenda
Searching for experience on
the web: An empirical
Huang P., Lurie N.H., Journal of
examination of consumer 2009 500
Mitra S. Marketing
behavior for search and
experience goods
Convergence and divergence
in consumer behavior: Journal of
De Mooij M., Hofstede G. 2002 440
Implications for international Retailing
retailing
Unusual purchasing
behavior during the early Journal of
Laato S., Islam A.K.M.N.,
stages of the COVID-19 2020 Retailing and 434
Farooq A., Dhir A.
pandemic: The stimulus- Consumer Services
organism-response approach
Competing during a
pandemic? Retailers’ ups Pantano E., Pizzi G., Journal of Business
2020 381
and downs during the Scarpi D., Dennis C. Research
COVID-19 outbreak
The missing link between
corporate social
Castaldo S., Perrini F., Journal of Business
responsibility and consumer 2009 369
Misani N., Tencati A. Ethics
trust: The case of fair trade
products
Effects of reputation and
Journal of
website quality on online Kim J., Lennon S.J. 2013 351
Research in
consumers' emotion,
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perceived risk and purchase Interactive

intention: Based on the Marketing
stimulus-organism-response
model
Buying or browsing: An
exploration of shopping Brown M., Pope N., European Journal
2003 346
orientations and online Voges K. of Marketing
purchase intention
Decomposing the value of
International
department store shopping
Rintamäki T., Kanto A., Journal of Retail &
into utilitarian, hedonic and 2006 331
Kuusela H., Spence M.T. Distribution
social dimensions: Evidence
Management
from Finland

Discussion
Our findings show a significant change in research topics from 1971 to 2022. During the late 20th
and early 21st centuries, the focus of research articles mainly revolved around psychological theories
in consumer behavior and retail, such as “An exploratory investigation of theoretical expectancy in a
retail channel: Content and concurrent validity” in 1991 by LaFleur and Arnold or“Deshopping - the
art of illicit consumption” in 1999 by Schmidt et al. Academic articles focusing on exploring and
establishing theories in consumer purchasing choices flourished during this period. From 2008 to
2011, keywords found primarily in academic articles included “customer loyalty,” “internet,” and
related services. Therefore, the content of the studies also emphasizes services arising due to the
explosion of the Internet, such as “Store atmosphere in web retailing” by Manganari et al. in 2009,
“Purchasing vacation packages through shop-at-home television programs: An analysis of
consumers' consumption motives” by Walsh and Gwinner in 2009; and “Competition online and the
preference ordering of offers” by Kirkbride and Soopramanien in 2010. It points to a shift in the field
of consumer behavior research that is placing more emphasis on the role of the Internet and related
services. It also reflects a shift in retail market interest driven by the development of technology,
which is from traditional shopping experiences to virtual experiences.
From 2020 onwards, the social situation has become the main factor in research articles.
“Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-
organism-response approach” by Laato et al., and “Competing during a pandemic? Retailers’ ups
and downs during the COVID-19 outbreak” by Pantano et al., newly published in 2020 but in the top
20 most cited documents. That shows the strong influence of social issues on the academic research
field in general and the retailing field in particular. In addition, 2020 also marks the birth of many
models, such as "hybrid," "multi-channel," and "personalization." Therefore, the discourses are
designed to explore how customers interact with these models rather than exploring customers'
purchasing motivations as before. As Joseph and Gaba discussed, early studies mainly explored
psychological perspectives, focusing on the individual's decision-making process (Joseph and Gaba,
2020). However, new trends in the 21st century promote research topics in retail and consumer
behavior, expanding the scope of interaction with various technological and socio-economic factors.
RQ1: What is the publication trend and distribution of document types over time in the field?
There has been a discernible escalation in publication volume in the field, with significant
growth observed from 1971 to 2022. The period post-2013, in particular, has witnessed a marked
upsurge in scholarly output, indicating a burgeoning interest in consumer behavior and retail studies.
The rapid growth of online shopping during this period has increased interest among researchers in
understanding consumer behavior in digital environments (Verhoef et al., 2015). This shift has
spurred numerous studies exploring various aspects of online consumer behavior, from e-commerce
decision-making to website quality's impact on purchase intention. There are also clear changes in
consumer preferences, such as an increased focus on sustainability, organic products, and corporate
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social responsibility (Boccia et al., 2019; Taghikhah et al., 2021) It has spurred research on how these
factors influence consumer decision-making. The field is dominated by research articles, which are
followed by reviews and conference papers. This distribution suggests a field rich in empirical
research with periodic syntheses of existing knowledge and discussions disseminated through
academic conferences.
RQ2: What countries and institutions yield the most and most publications in consumer behavior
and retailing?
Based on the number of documents and citations obtained from 2010 to 2023, the United States
has strongly contributed a series of academic documents in the field of consumer behavior and retail,
with a number of up to 591 documents on 2,111 documents, receiving 26,482 citations. The United
States leads in document production and citation impact, followed by the United Kingdom and India.
This result correlates with Mahadevan and Joshi's previous research. Their bibliometric analysis also
indicates that research in this field is currently dominated by the United States and the United
Kingdom (Mahadevan & Joshi, 2022). At the same time, institutions are considered important factors
in contributing to this huge number of publications. The data highlighted that the University of South
Carolina from the United States, Manchester Metropolitan University from the United Kingdom, and
Athens University of Economics and Business from Greece have the highest contributions, with the
number of documents being 22, 19, and 18, respectively. Meanwhile, the University of South Carolina
leads in the number of publications, which shows the dominance of United States institutions,
emphasizing its role as a key academic contributor in these fields. Similarly, Manchester Metropolitan
University also proves the United Kingdom's considerable research and publishing capacity.
RQ3: Who are the most prolific authors in the field, and what is their impact?
According to data about the authorship of 117 authors, classified into clusters by collaboration
patterns and research focus, identifying the main contributors: Kim J., with 17 articles and 1098
citations, is considered the largest contributor, followed by Pantano E., with a rich number of
documents including 16 documents and 1456 citations; Dennis C., with 15 documents and 946
citations. It demonstrates their high scholarly activity. However, considering the number of citations,
they are not the most influential authors. Grewal d., with five documents, accumulated 1806 citations,
making him the most influential author. One of the reasons for this influence is his collaboration with
influential researchers and his exploration of future retail trends in the digital world. Also, this
dichotomy suggests that the number of studies does not necessarily equate to the ability to produce
the most powerful impact.
RQ4: What are the field's popular research themes or topics, and how have they evolved over time?
Consumer behavior in the technological age has undergone many major changes. The popularity
of smartphones and social media has reshaped how consumers purchase. Platforms like Instagram
and YouTube have created marketing strategies through reviews and unboxing videos, optimizing
these strategies by analyzing personal data. Still, the ethical issues involved also raise concerns about
privacy and data security. However, it cannot be denied that the continuous changes in consumer
behavior due to the influence of technology is a potential topic and deserves more in-depth academic
exploration. “Bricks-and-Clicks” is a prominent new business model of the 21st century that
combines online and offline shopping (Ofek, 2011). It allows consumers to buy online but pick up in-
store, providing a blended shopping experience that suits diverse consumer preferences.
Omnichannel has become one of the leading trends in the retail industry due to its ability to integrate
technological applications and personalization (Wollenburg, 2018). It is a new but essential topic that
academic researchers should pay closer attention to. Ultimately, the sustainability and ethical
consumerism trend is driven by increased consumer awareness of environmental and ethical issues
(Gillani & Kutaula, 2018). Therefore, retailers need to commit to sustainable practices not only as a
moral imperative but also as a key strategy to meet the needs of environmentally conscious
consumers. This topic also opens research paths to promote green marketing, ethical consumption,
and sustainable supply chain management.
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RQ5: What are the most frequently cited papers in the field, and what do they contribute to the
literature?
"Consumer decision making in online shopping environments: The effects of interactive decision aids" by
Gerald Häubl and Valerie Trifts in 2000, published by Marketing Science with 1074 citations, is the
most frequently cited paper in the field of retail and consumer behavior. It explores how consumers
make purchasing decisions in a thriving e-commerce landscape. Specifically, the authors delve into
investigating the nature of the effects that interactive decision-support tools may have on consumer
decision-making in an online shopping environment. "Consumer reactions to electronic shopping on
the World Wide Web" in 1996 by Sirrka L. Jarvenpaa and Peter A. Todd in the Journal of Marketing
is another featured article with 946 citations revolving around understanding how consumers react
to electronic shopping on the World Wide Web. It collected consumer responses through an open
survey of 220 shoppers, thereby confirming that consumers perceive the advantages of online
shopping, but the interface of websites does not meet their needs. It explores how web design,
usability, and interactivity aspects influence consumer perception and choice. Both articles share a
common focus on research on consumer behavior in the digital environment. The publication time of
the two articles marks the milestone of a new trend: a strong retail transformation from brick-and-
mortar stores to online stores. The articles contribute to the academic world as a means to advance
knowledge about e-commerce and consumer behavior in the digital environment.

Conclusion
This study employed bibliometric analysis to explore the complex relationship between retailing
and consumer behavior. It highlights the international scope of academic contributions, revealing the
need for more cross-border collaborations to address existing research gaps. The historical review
shows that retail strategies and consumer preferences are mutually influential, adapting over time
due to societal changes and technological advancements. Technology emerges as a significant
disruptor, altering retail structures and consumer decision-making. While it offers benefits like
personalization, ethical concerns around data privacy are flagged as an area requiring further
scholarly attention. The finding reveals that academic contributions in retailing and consumer
behavior are geographically diverse, though institutions in the United States significantly influence
the volume and impact of research. This global involvement necessitates a balanced focus on research
quality and quantity for future studies. Various document types, including articles, reviews, and
conference papers, indicate a rich and evolving academic discourse. This diversity demonstrates the
field's ability to adapt, embracing modern tools like big data analytics and machine learning. Lastly,
the growing emphasis on ethical considerations, propelled by the ease of data collection and analysis,
marks a crucial pivot. Scholars and practitioners must now diligently navigate the ethical dimensions
of their research and applications. The study also notes the rise of the 'bricks-and-clicks' model,
indicating the retail sector's adaptability to changing consumer preferences by blending online and
physical shopping experiences. The research is a foundational reference for future academic work,
identifying emerging themes and ethical dilemmas that require ongoing investigation.

Limitation and future research

The present bibliometric analysis, while comprehensive in its scope, has limitations. Foremost
among these is the absence of an in-depth exploration of the contributions of each individual author.
The quantitative nature of this study inherently focuses on broader trends and patterns, which may
overshadow the impact of single contributions that may have significantly influenced the field.
Additionally, the investigation did not extend into the examination of the multidisciplinary
implications of consumer behavior and retail, particularly in areas intersecting with technological
advancements and sustainability concerns, which could have enriched the contextual understanding
of the trends observed. A systematic review is proposed to complement the bibliometric findings for
future research. Unlike bibliometric analyses, which quantitatively map the landscape of a research
field, a systematic review would allow for a qualitative synthesis of evidence, focusing on the
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robustness and validity of the research outcomes. It would enable a detailed examination of
methodologies, discussions, and theoretical frameworks, facilitating an understanding of the
elaborate relationships between consumer behavior and retail dynamics. Such an approach
contributes to the academic discourse by providing a thorough and critical evaluation of the
literature, thereby identifying gaps and providing a focused agenda for future studies in the field.

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