Abstract
This article presents a bibliometric analysis of scientific publications devoted to sustainable consumer behavior in the context of marketing. The Scopus database, covering 249 publications for the period from 2005 to 2025, was used. Using VOSviewer software, a keyword co-occurrence analysis was conducted, resulting in the identification of seven thematic clusters. They cover the following areas: behavioral aspects of sustainable consumption, economic policy and government regulation, social attitudes and environmental education, digital marketing, the influence of media on the perception of environmental risks, business aspects of sustainable consumption, as well as critical discourse related to the circular economy, trust, and greenwashing. The obtained results demonstrate the growing interest of the scientific community in sustainable consumption and identify research gaps, in particular, weak interconnections between individual areas and insufficient integration of educational approaches. The presented analysis allows us to structure the scientific field and outline promising areas for further research in the field of sustainable marketing. Keywords: sustainable consumer behavior, marketing, bibliometric analysis, VOSviewer, green marketing, circular economy and greenwashing, environmental awareness, scientific mapping.