A bibliometric analysis using the VOS Viewer: Green marketing, repurchase intention, and correlations

Abstract

This study uses the SCOPUS database to analyze the evolution of publications on green marketing, repurchase intention, and their relationships. The VOSviewer software program was used in this study's bibliometric analysis approach to construct and display a bibliometric network. Researchers were selected using the SCOPUS database's top keywords for green marketing, repurchase intention, and correlation between 2003 and 2022. The number of publications identified according to the keywords initially appeared to be 5.481 for green marketing, 1.658 for repurchase intention and 13 for keyword green marketing and repurchase intention. After filtering, it was discovered that there were only 5 articles containing the keywords "green marketing and repurchase intention", out of a total of 2.893 articles on green marketing and 1.117 articles on repurchase intention. Based on the findings of the VOSviewer study and the network visualization of keyword co-occurrence, 162 items were divided into 5 groups (clusters) for green marketing issues, 102 items were divided into 5 groups (clusters) for repurchase intention issues, and only 25 items were divided into 5 groups (clusters) for correlations between green marketing and repurchase intention issues. There is still limited research analyzing the correlation between green marketing and repurchase intentions, starting in 2016. However, companies must spend more of their budgets when implementing green marketing strategies; in the future, further enhanced research examining whether green marketing strategies have an impact on repurchase intentions by customers is needed.