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Maria C. Voutsa

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Review Open access Sep 2026

A bibliometric–systematic literature review of generational perspectives in sustainable marketing: consumer behaviour and brand authenticity

This study aims to examine the evolving literature on sustainable marketing, consumer behaviour and brand authenticity from a generational perspective. A bibliometric–systematic literature review (B-SLR) integrating bibliometric and co-citation analyses (via VOSviewer) of 83 peer-reviewed articles (2015–2025...

Georgia Sakka, Giannis Theofanous, Maria C. Voutsa · 0 citations

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