Bibliometrijski i tematski pregled istraživanja zelenog marketinga i zelenog ponašanja potrošača od 2000. do 2022

Abstract

Overconsumption habits of consumers have led to the exhaustion of resources at the blazing rate which causes damage to the environment. Green marketing evolved as an important medium to satisfy human wants with minimum negative impact on the eco system. Thus, many researches been conducted in the area of green marketing over the last two decades. However, the discussion of its impact on consumer behavioural context is still having deficit of systematic and thorough bibliometric research. This paper aiming to consolidate the standard research on green marketing by bibliometric study of published papers and articles during last 22 years from 2000 to 2022. In addition, the results show evolving trends of keywords, productive and impactful countries, organizations or institutions, authors, research articles and journals; international collaborations and authorship patterns on green marketing and its impact on consumer behavior. During the study period, a gradual increase in the research on green marketing is observed which has surmounted after Covid 19 spread. A total of 482 articles that were published in 216 journals, books, conference proceedings, etc catalogued in renowned index namely, Scopus and WOS (Web of Science) for this period were identified and analysed using bibliometric technique. Future researches may cover other databases for more comprehensive analysis.