Green Marketing in the Digital Age: A Systematic Literature Review

Sewar Alkhatib (), Petra Kecskés and Veronika Keller
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Sewar Alkhatib: Doctoral School of Regional and Business Administration Sciences, Széchenyi István University, 9026 Győr, Hungary
Petra Kecskés: Department of International Studies and Communication, Széchenyi István University, 9026 Győr, Hungary
Veronika Keller: Department of Corporate Leadership and Marketing, Széchenyi István University, 9026 Győr, Hungary

Sustainability, 2023, vol. 15, issue 16, 1-16

Abstract: This research aims to analyze and synthesize the research articles published over the past ten years, from 2012 to 2022, that deal with green marketing and digital marketing. The objective is to track the evolution of research in the field and to understand the trends on which the area has been researched during that period. The paper is based on a database of 54 research articles published in the specified period. This paper is not limited to specific journals; only the topics and the period are specified. The database analysis describes the topic and perspective of the article, the methodology used, and the themes, in addition to other factors of the given research. The main finding of this research is the identification of five main themes or categories within the research area: strategies, challenges, promotion, consumers, and digital media. These themes provide valuable insights for practitioners and scholars and ultimately benefit the broader community by providing information on decision-making and promoting sustainability in digital marketing and green marketing. This paper will help researchers better understand the research trends in the field and acquire some up-to-date knowledge about the research related to digital marketing and green marketing.

Keywords: digital marketing; green marketing; green products; environmental marketing; sustainable marketing; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:16:p:12369-:d:1217189

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