Sustainable Marketing: A Scientometric Analysis Using Biblioshiny and R Package

Abstract

Theoretical background: Sustainable marketing is an increasingly popular topic in the field of scientific work. In the literature, a clear popularity of given approaches and perspectives can be seen, but only meta-analysis is able to define clear trends occurring in the literature. Purpose of the article: This paper aimed to analyze the state-of-the-art research on sustainable marketing through a bibliometric study using the Biblioshiny tool. Based on the articles published from 2019 to 2023 the results from the perspective of growing trends in the field were achieved. Research methods: The analysis was initiated by the appropriate selection of keywords and subsequent narrowing of the database of scientific articles in accordance with the adopted criteria. The results in graphic form have been discussed and interpreted in detail. The comparison of this article's output with the literature review allowed for the confrontation of the obtained research with the conclusions of the foregoing studies. Main findings: In the results, existing trends, such as a consumer-oriented approach, can be found. The multicultural approach seems to be an aspect not visible in the manual literature overview. The analysis also shows a clear increase and potential of publications on sustainable marketing and a multipronged perspective of the topic in the context of different aspects of business.