Green Marketing: A Bibliographic Perspective

Yineth Paola Lievano Pulido () and Maria Angeles Ramon-Jeronimo
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Yineth Paola Lievano Pulido: Department of Business Administration and Marketing, Pablo de Olavide University, 41013 Seville, Spain
Maria Angeles Ramon-Jeronimo: Department of Business Administration and Marketing, Pablo de Olavide University, 41013 Seville, Spain

Sustainability, 2023, vol. 15, issue 24, 1-25

Abstract: Interest in green marketing in both the academic and practitioner communities has undergone steady growth in recent years. With more than 150 papers published in 2022, the Web of Science (WOS) database confirms this premise. Although some bibliometric analyses on this topic exist, none has included a comprehensive review of the literature, authors, journals, theories, keywords, and future lines of research as does this study. The aim of this paper, therefore, is to consolidate a descriptive bibliometric analysis to identify the main themes studied, the most influential authors and journals, the most commonly used theories, the networks that exist between authors and topics, the most frequently used keywords, and their evolution over the years. It has been found that green marketing research has increased rapidly, especially since 2015. In total, 1741 research articles have been published in 828 journals. The top five authors, the top 10 cited publications, and the top five cited publications by the WOS classification are all analysed herein. Finally, based on keyword analysis, it is concluded that “sustainability”, “planned behaviour”, “performance”, and “trust” have attracted extensive attention over the past decade.

Keywords: green marketing; sustainable marketing; bibliographic study; citation analysis; ecological marketing; environmental marketing (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
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