Understanding Consumer Behaviour Towards Branded Textiles: A Bibliometric Study

Abstract

This study conducts a bibliometric analysis of studies on consumer behavior toward branded apparel to uncover the intellectual structure, leading authors, and thematic progress of this specialty area. The study identifies a significant influence from sustainability drivers, digital-mediated consumption, and fast fashion, on the transformation of consumer behaviour and brand trust and purchase. It employs bibliometric analysis techniques to visualize co-authorship networks, citation trends, and journal distributions in the field of IoT to characterize key research communities, leading institutions, and current trends. Results expose that research is clustered in high-impact journals, such as Frontiers in Psychology and Sustainability, and cross-national collaboration is critical, with global backbones established by universities or institutions across the world, including Hong Kong Polytechnic University and Harvard University. Thematic clusters highlight sustainability communication, digital influence, and circular economy practices, while gaps can be identified in cross-disciplinary integration (consumer psychology and sus tainability labelling). The research offers implications for future studies and brand strategies for brands seeking to respond to the changing consumer requirements in a dynamic textile market.