Digital transformation and sustainable fashion in the orange economy: A bibliometric analysis of consumer behavior

Abstract

This study examines how digital transformation, sustainability, and consumer behavior intersect within the textile and apparel sector. Drawing on 492 peer-reviewed articles published between 2000 and 2024 in the Web of Science Core Collection, it employs the Bibliometrix R environment to map structural patterns, thematic evolution, and emerging knowledge clusters. The results indicate a transition from product-focused rationality toward experience-driven and value-oriented consumption, where authenticity, transparency, and digitally mediated engagement strengthen trust and influence purchasing behavior. Three dominant macro-clusters define the field: psychological and behavioral determinants rooted in the Theory of Planned Behavior and the Value-Belief-Norm model; sustainability-oriented and circular-design approaches linking ethical production with traceability; and digital brand ecosystems that enhance co-creation and emotional connection. Research activity has accelerated since 2015, supported by advances in Industry 4.0 technologies and strengthened by policy frameworks such as the EU Circular Economy Action Plan. Nonetheless, regional imbalances persist, with developed economies leading theoretical contributions and emerging contexts such as T & uuml;rkiye contributing increasingly practice-oriented insights. In sum, the findings suggest that the future of sustainable fashion within the Orange Economy lies in integrating ethical responsibility, digital innovation, and creative value generation.