tex-bibtex-command

tex-bibtex-command is a variable defined in `tex-mode.el'.
Its value is

"bibtex"

• This variable may be risky if used as a file-local variable.

Documentation:
Command used by `tex-bibtex-file' to gather bibliographic data.
If this string contains an asterisk (`*'), that is replaced by the file name;
otherwise, the file name, preceded by blank, is added at the end.

You can customize this variable.