Beyond Green Banking: Mapping the Intellectual Structure of Sustainable Finance Adoption Research

Abstract

This study aims to analyze the development of research on consumer adoption of sustainable finance services through a bibliometric approach. The study focuses on themes related to green financial literacy, sustainable awareness, green banking products, and regulatory support. Bibliometric data were collected from the Scopus database and analyzed using VOSviewer to identify publication trends, keyword co-occurrence, and thematic evolution. The findings reveal a significant increase in sustainable finance research, particularly following the global expansion of ESG and green banking initiatives. The analysis indicates that existing studies are still largely dominated by institutional, regulatory, and banking perspectives, while consumer adoption and behavioral aspects remain relatively underexplored. Emerging themes such as green fintech, sustainable consumer behavior, and ESG-oriented financial services have also gained increasing scholarly attention in recent years. This study contributes by providing a comprehensive overview of the intellectual structure of sustainable finance adoption research and highlighting future research opportunities from a consumer and marketing perspective.