Green Marketing : A Bibliometric Analysis

Abstract

Purpose: Green marketing has emerged as a significant area of interest within the broader marketing domain, driven by growing environmental concerns and consumer demand for sustainable products and practices. The main aim of the paper is to get knowledge about green products and understand the concept of green marketing. In order to facilitate the researchers, this study provides a bibliometric analysis of green marketing research from 1995 to 2024.

Design/Methodology/Approach: The Scopus database was used to determine to identify year-wise publications, most cited papers, most prolific authors, countries and institutions. The Vosviewer software and biblioshiny was used to analyse keyword occurrence, co-authorship network and inter-country co-authorship network.

Findings: The findings of bibliometric analysis indicate that the highest number of green marketing publications were published in 2022. The highly cited research paper is green marketing In the direction of a background for understanding the gap between the attitude and purchase intentions on consumers’. The most prolific author on green marketing is H Hans, Prof in the college of Hospitality and Tourism Management at Sejong University . The highest number of papers on green marketing were published in the Journal of Business Ethics.

Originality/Value: This study offers a path to future researchers on the topic of green marketing by providing journals, authors, institutions, countries and keywords related data that are projecting the area of green marketing.

Paper Type: Review of Literature.