Mapping the intellectual landscape of buying behaviour research: A bibliometric analysis of trends, networks, and emerging themes

Abstract

This study provides a comprehensive bibliometric overview of the academic literature on buying behaviour, examining publication growth, citation patterns, collaborative networks, and thematic evolution to map the intellectual structure of this research domain. Bibliometric analysis was conducted using data retrieved from the Scopus database spanning 1975 to 2025. The search was confined to the keyword "buying behaviour" in titles, abstracts, and keywords, with eco-friendly marketing studies excluded to maintain conceptual focus. VOSviewer software was employed to perform citation analysis, co-authorship mapping at the author, country, and institutional levels, and keyword co-occurrence analysis. The analysis reveals a significant and sustained growth in scholarly publications on buying behaviour. The United States and the United Kingdom emerge as leading contributors to international research collaboration. Keyword co-occurrence analysis identifies six distinct thematic clusters: consumer attitude and marketing influence; social context and risk-driven behaviour; pathological impulse control and compulsive buying; neurobiological and physiological foundations of addiction; psychological comorbidities and clinical manifestations; and technological and experimental methodology. Central constructs across the literature include compulsive buying, impulsivity, behavioural addiction, and materialism. The findings offer actionable insights for marketers, retailers, and policymakers. Understanding the psychological and behavioural drivers of purchasing enables organisations to develop targeted, responsible marketing strategies. Policymakers may use these insights to design consumer protection frameworks addressing compulsive and addictive buying patterns. This study advances the literature by presenting the first dedicated bibliometric synthesis of buying behaviour research as a standalone domain, distinct from the broader consumer behaviour literature. By mapping collaborative networks, citation impact, and thematic clusters, it establishes a structured reference point for scholars and practitioners seeking to understand the field's evolution and future directions.