Unraveling the Nexus: A Bibliometric Analysis of Subjective Wellbeing, Individualism-Collectivism and Sustainable Consumption Research in The Last Decade

Abstract

Purpose: This paper intends to contribute to the academic field by pointing out trends in studies on subjective wellbeing and exploring the possibility of new interconnections with different constructs, especially in a scenario of significant changes in consumption behavior, such as the post-pandemic one. In the managerial area, it aims to collaborate by providing relevant information on the effects of sustainable consumption on subjective wellbeing, particularly for marketing professionals and the development of marketing strategies.   Method:  The study conducts descriptive and bibliometric analyses of the 236 selected articles found in the literature over the last ten years, establishing connections between the main theories.    Results  and  conclusion: Although the studies found do not directly associate the three main constructs that are the focus of the research, there is a clear relationship between them. Studies show individualistic or collectivistic orientation as an antecedent of sustainable consumption; the influence of culture on the level of subjective wellbeing; as well as a positive relationship between sustainable consumption habits and subjective wellbeing and an inversely proportional relationship between individualism and sustainable consumption.   Research implications: We can understand as relevant that future studies on sustainable consumption should take into account individualism-collectivism and wellbeing, seeking a comprehensive and systematic approach to sustainable consumption, considering the role of individual citizens in society, and exploring the link between the provision of sustainable products and diverse sustainable consumption practices. It is necessary to consider the complex and multifaceted nature of wellbeing, as well as the cultural and societal factors that influence it, and take a holistic approach that considers the interplay between individual, community, and social wellbeing.   Originality/value: The study contributes to the integration of constructs, since the article seeks to fill a gap by exploring the interconnection between three main constructs - subjective wellbeing, individualism/collectivism and sustainable consumption. In doing so, it provides an integrated view that can enrich theoretical discussions in these areas. In addition, the bibliometric analysis reveals recent trends in the literature, highlighting the areas that have received the most attention and those that are less explored. This information can guide researchers for future studies and explore knowledge gaps. By considering the influence of culture on the relationships between the constructs, the article also contributes to a deeper understanding of how cultural differences can shape perceptions of wellbeing and sustainable consumption practices.