Figure 8.
Pie chart showing thematic area distribution across digital transformation, e-commerce, consumer psychology, marketing, and sustainability studies.The pie chart presents the distribution of thematic research areas in the reviewed studies. Digital Transformation and Payment Systems represent 46 percent of the studies. E-Commerce and Online Shopping Behaviour account for 21 percent, and Consumer Psychology and Behavioural Shifts also account for 21 percent. Sustainability, Ethics, and Responsible Consumption contribute 10 percent, while Marketing, Communication, and C S R account for 2 percent. A legend below the chart lists all thematic categories with their corresponding labels.

Thematic areas analysis

Source: Author’s elaborations

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