A Bibliometric Analysis of Anti-Consumption, Voluntary Simplicity, and Sustainable Consumption Trends in the Literature (2020 – 2025)

Authors: Luminita Nicolescu, Alexandra Barbu, Mihaita Ichim

Abstract

This paper examines the research on anti-consumption, voluntary simplicity, and sustainable consumption using a bibliometric approach. With increasing concern in society over climate change, consumer fatigue, and values-based living mirrored in online trends like No-Buy 2025, this study aims to identify key trends, research domains, and thematic development in research conducted between 2020 and 2025. A total of 3,365 records were obtained via the Web of Science Core Collection using a specific search strategy. Co-occurrence mapping and visualizing relations between keywords was done by VOSviewer software, and performance metrics such as publication quantity, citation frequency, document type, and fields of research were examined to assess the development of the field. The results demonstrate a consistent rate of publications over the period between 2020 and 2024, declining in 2025 – brought on likely by indexing lag. "Sustainable consumption" was the single most dominant idea core, with environmental science, psychology, and business studies converged. Keyword map analysis revealed four general thematic clusters: systemic measures towards sustainability, psychological, and motivational influences, change through identity-oriented consumption, and decision-making practices. Terms such as "digital minimalism," "TikTok," and "no-buy challenge" reflect increasing academic interest in online culture and consumption shifts led by Gen Z. This study contributes to a methodologically accurate overview of the tendency in the literature, summarizing existing as well as emerging paradigms for research. The results are of key value to sustainability proponents, teachers and policymakers by establishing areas of research with significant impacts and uncovering where consumer trends intersect with environmental and social objectives.