Green Marketing: A Bibliographic Perspective

  1. Yineth Paola Liévano Pulido 1
  2. María Ángeles Ramón-Jerónimo 1
  1. 1 Universidad Pablo de Olavide
    info

    Universidad Pablo de Olavide

    Sevilla, España

    ROR https://ror.org/02z749649

Journal:
Sustainability

ISSN: 2071-1050

Year of publication: 2023

Volume: 15

Issue: 24

Pages: 16674

Type: Article

DOI: 10.3390/SU152416674 GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Sustainability

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.

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Funding information

Funders

  • Department of University, Research and Innovation of the Government of Andalusia
    • PROYECCEL_00161
  • 5th Research plan of Pablo de University Olavide
    • PID2020-117676GB-I00

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