Despite the broad interest and rapid increase in studying green consumer behaviour (GCB) from a social perspective, related articles have been presented in a piecemeal fashion and have lacked a review of social roles in GCB. Additionally, the research focus may differ from the influence of digital technology. Therefore, this study draws on a review of 439 GCB articles that focus on social roles and utilizes both quantitative and qualitative analyses to provide a general picture of theories, social factors, research topics and topic trends with a specific emphasis on the research differences between the traditional and digital contexts. The findings indicate that the GCB field has experienced exponential growth since 2014. Subjective norms, social influence, culture, marketing influence and social media influence are the main drivers of GCB. Eight research topics are identified, among which topics on the theory of planned behaviour (TPB) and the theory of consumption values (TCV) maintained high popularity. Furthermore, the TPB is more prevalent in the traditional context in which scholars prefer to predict GCB using macrosocial factors, such as policy and culture. In comparison, signal theory and commitment-trust theory have received more attention in the digital context in which trust is vital. Research interests in online platforms and green hotels have recently increased in the digital context. Gaps and suggested directions for future studies are further identified.

中文翻译：

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绿色消费行为中的社会角色综述

尽管从社会角度研究绿色消费者行为（GCB）的兴趣广泛且迅速增长，但相关文章的呈现方式较为零散，缺乏对 GCB 中社会角色的回顾。此外，研究重点可能与数字技术的影响不同。因此，本研究回顾了 439 篇关注社会角色的 GCB 文章，并利用定量和定性分析来提供理论、社会因素、研究主题和主题趋势的概况，并特别强调不同研究领域之间的研究差异。传统和数字环境。研究结果表明，自2014年以来，GCB领域经历了指数级增长。主观规范、社会影响力、文化、营销影响力和社交媒体影响力是GCB领域的主要驱动力。确定了八个研究主题，其中计划行为理论（TPB）和消费价值理论（TCV）保持较高的关注度。此外，TPB在传统背景下更为普遍，学者们更喜欢利用政策和文化等宏观社会因素来预测GCB。相比之下，信号理论和承诺信任理论在信任至关重要的数字环境中受到更多关注。最近，在数字背景下，对在线平台和绿色酒店的研究兴趣有所增加。进一步确定了未来研究的差距和建议方向。