FRAMEWORK FOR SUCCESS OF BUSINESS CONSUMER BEHAVIOUR: A SYSTEMATIC LITERATURE REVIEW APPROACH

The main objective of this study is to employ a systematic literature approach to identify and analyse the core constructs and their relationships proposed in past studies to explain business consumer behaviour (B2B). We also intend to develop a framework of such business consumer behaviour (B2B). The systematic literature followed several criteria of quality, scope of study and use ranking of quality of the journals where studies are published. In this vein, we extracted 273 articles to analyse the date evolution, date and origin of the publication and the content of the titles was studied in depth. Finally, we suggest future avenues of research.