Bibliometric Analysis of Green Marketing Research from 1977 to 2020

Farida Saleem, Amira Khattak, Shafiq Ur Rehman and Murtaza Ashiq
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Farida Saleem: Department of Management, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia
Amira Khattak: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia
Shafiq Ur Rehman: Deanship of Library Affairs, Imam Abdulrahman Bin Faisal University, Dammam 31441, Saudi Arabia
Murtaza Ashiq: Library and Information Science, Islamabad Model College for Boys, H-9, Islamabad 44000, Pakistan

Publications, 2021, vol. 9, issue 1, 1-19

Abstract: The scientific community’s growing interest in green marketing research can be traced through the abundance of published literature on the topic. However, there is still a lack of a comprehensive and systematic research focusing on the evolution of this field. The main objective of this paper was to consolidate the state-of-the-art research on green marketing through a bibliometric study of articles published from 1977 to 2020, and to analyze and present the results from the perspective of growing trends in the field; productive and influential countries, institutions, authors, articles, and research journals; keywords; authorship patterns; and international collaborations. The study results indicate a gradual increase in green marketing research from 1977 to 2020, more so in the last five years. A total of 1025 scholarly documents were published in 634 journals during this period and listed in the Web of Science (WOS). The top 10 most productive countries were then analyzed. A great number of institutions from both developing countries (in terms of article count) and developed countries (in terms of citation scores), were compared. Finally, based on keywords and a three-factor analysis, it was concluded that green marketing, sustainability, sustainable development, environment marketing and sustainable marketing have attracted extensive attention during the past decade as keywords.

Keywords: bibliometric green marketing; ecological marketing; sustainable marketing; environmental marketing; citation analysis; green marketing (search for similar items in EconPapers)
JEL-codes: A2 D83 L82 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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