Mapping the Landscape of Green Marketing: A Systematic and Bibliometric Approach (2004 – 2023)

Abstract

This research presents a comprehensive bibliometric and systematic analysis of the green marketing literature published between 2004 and 2023, focusing on the evolution of green marketing strategies over time while also examining cultural trends and significant issues within both research and industry literature. By conducting an extensive review of relevant articles, the study underscores the increasing significance of sustainability and environmental responsibility in contemporary marketing strategies. Our objective is to analyze current publishing trends, citation patterns, and leading sources related to green marketing over the past two decades. The findings offer a detailed overview of previous authors' evaluations of publications on green marketing, while also identifying the most frequently referenced articles on the subject. These articles cover a range of critical topics, including enhanced brand reputation, sustainability, sustainable development, green products, long-term profitability, and consumer loyalty. The analysis reveals that green marketing is not merely a passing trend but rather an essential strategy for companies aiming to succeed in a marketplace where consumers are increasingly environmentally conscious. This study contributes to a deeper understanding of green marketing techniques and provides valuable insights for future research, addressing existing gaps in the literature and offering practical guidance for the implementation of sustainable marketing strategies in real-world contexts. By highlighting the importance of integrating sustainability into marketing practices, this research aims to inspire both academics and practitioners to further explore the dynamic field of green marketing.