From Individual Behavior to Systemic Insight: A Bibliometric and Content Analysis of COM-B Applications in Responsible Consumption

Understanding the psychological underpinnings of environmental decision-making is crucial for addressing climate change. Responsible consumption and pro-environmental behaviors often involve complex trade-offs between individual and collective outcomes, as well as between immediate and long-term consequences. Drawing on the Behavior Change Wheel and its core COM-B model—a comprehensive behavioral framework integrating Capability, Opportunity, and Motivation—this study systematically examines how the COM-B model has been applied in research on responsible consumption and environmentally relevant behavior. Using a combined bibliometric and content-analytic review of peer-reviewed studies indexed in the Web of Science between 2018 and 2026, we explore the focus, the behavior targets, and the contextual factors in existing COM-B applications. The findings reveal a focus on individual-level awareness, such as dietary behavior and sustainable lifestyles, while meso- and macro-level applications addressing institutional and policy mechanisms remain limited. By identifying a structural misalignment between the COM-B framework and its empirical applications, we contribute to behavioral science by highlighting the need to integrate structural determinants with individual processes to better understand and address the psychological mechanisms underpinning responsible decisions using this theoretical breadth. In this context, we emphasize the importance of aligning behavioral research priorities with the objectives of the United Nations Sustainable Development Goal 12.