The Evolution of Ethical Consumerism from Niche to Mainstream: A Bibliometric Analysis of Intellectual Structure and Emerging Themes

Abstract

The study intends to identify important contributors, trends, and future research paths while examining the development and intellectual framework of ethical consumerism research from 1969 to 2026.The results showed a consistent increase in research on ethical consumerism, with a notable increase in publications following the 1990s and in the post-COVID-19 era. The United States and the United Kingdom are the main contributors, although involvement is also rising in emerging nations like India. The analysis signifies four thematic clusters: (1) authenticity and ethical consumerism in marketing systems, (2) consumer citizenship and sustainability in the digital age, (3) the role of consumer culture in shaping professional gender norms, and (4) the commodification of adult gender identities. Thus, these themes highlight the interdisciplinary and evolving nature of ethical consumerism, influenced by digital transformation, socio-economic structures, and cultural dynamics.