Bibliometric Mapping of Green Marketing Research: Trends, Themes, and Future Directions
Keywords:
Green Marketing, Bibliometric Analysis, Consumer Behavior, Research Trends, Collaboration Networks, SustainabilityAbstract
This study conducts a bibliometric analysis to map the development of green marketing research over the period 1992–2025. Using data from the Web of Science Core Collection, a total of 1,245 documents published across 388 sources were analyzed with the bibliometrix package in R. The findings indicate a significant growth in publication trends, particularly after 2010, with the peak observed in 2024. The research field involves 5,297 authors with a strong collaborative culture, as evidenced by an average of 8.29 co-authors per document and 23.86% international co-authorship. Influential journals such as the Journal of Cleaner Production and Business Strategy and the Environment, as well as leading institutions including Amity University and BINUS University, are identified as major contributors. Thematic mapping reveals four clusters: motor themes (commerce, green marketing, sales), niche themes (consumption behavior, sustainability), emerging or declining themes (tourist destination, ecotourism), and basic themes (marketing, consumer behavior). Trend topic analysis further highlights a shift from early environmental concerns, such as recycling and regulations, toward consumer-centered issues including purchase intention, perception, and social media influence. The discussion underscores that green marketing has evolved from a compliance-driven practice to a consumer engagement and value-driven approach. Future research directions emphasize the need for studies in emerging economies, the integration of digital transformation, longitudinal consumer research, and cross-disciplinary collaboration. This study enriches the scientific understanding of green marketing and provides a foundation for advancing sustainability-oriented marketing strategies in diverse contexts.
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