Social Commerce and Sustainable Consumption: A Systematic Review of International Studies

Abstract

In the context of social commerce emerging as a transformative trend in the digital economy, understanding its influence on sustainable consumption behavior has become increasingly important. This study conducts a systematic review of 2,038 peer-reviewed articles published between 2001 and 2025 to analyze the relationship between social commerce and sustainable consumption. By integrating a meta-textual review approach with the PRISMA protocol, the research systematically examines publication trends, analytical methods, theoretical foundations, and commonly investigated mediating variables. In addition, a bibliometric analysis—using keyword co-occurrence mapping supported by VOSviewer—was employed to identify influential topics, thematic clusters, and research gaps. The findings reveal that the majority of studies are concentrated in developed economies such as China, the United States, and South Korea, with Vietnam accounting for only one publication. Quantitative techniques, particularly regression and factor analysis, dominate the methodological landscape, while advanced methods such as PLS-SEM remain underutilized. Furthermore, perceptual variables such as “perceived value” and “satisfaction” receive limited attention despite their critical role in explaining sustainable consumption behavior on social commerce platforms. This study recommends expanding research in emerging markets, strengthening the application of advanced analytical techniques, and incorporating ethical and social dimensions into future models to foster both theoretical advancement and practical solutions for promoting sustainable consumption in the digital era.