Big Data and Sustainable Consumption: A Review and Research Agenda

Abstract

Big data (BD) is making advances in promoting sustainable consumption behaviour and has attracted the attention of researchers worldwide. Despite the increased focus, the findings of studies on this topic are fragmented, and future researchers need a systematic understanding of the existing literature for identification of the research scope. This study offers a systematic review of the role of BD in promoting sustainable-consumption behaviour with the help of a bibliometric analysis, followed by a thematic analysis. The findings suggest that businesses deploy BD to create sustainable consumer experiences, predict consumer buying patterns, design and alter business models and create nudges for sustainable consumption, while consumers are forcing businesses to develop green operations and supply chains to reduce the latter’s carbon footprint. The major research gaps for future researchers are in the following areas: the impact of big data analytics (BDA) on consumerism, the role of BD in the formation of sustainable habits and consumer knowledge creation for sustainable consumption and prediction of green consumer behaviour.