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Green Marketing in the Digital Age: A Systematic Literature Review

Author

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  • Sewar Alkhatib

    (Doctoral School of Regional and Business Administration Sciences, Széchenyi István University, 9026 Győr, Hungary)

  • Petra Kecskés

    (Department of International Studies and Communication, Széchenyi István University, 9026 Győr, Hungary)

  • Veronika Keller

    (Department of Corporate Leadership and Marketing, Széchenyi István University, 9026 Győr, Hungary)

Abstract

This research aims to analyze and synthesize the research articles published over the past ten years, from 2012 to 2022, that deal with green marketing and digital marketing. The objective is to track the evolution of research in the field and to understand the trends on which the area has been researched during that period. The paper is based on a database of 54 research articles published in the specified period. This paper is not limited to specific journals; only the topics and the period are specified. The database analysis describes the topic and perspective of the article, the methodology used, and the themes, in addition to other factors of the given research. The main finding of this research is the identification of five main themes or categories within the research area: strategies, challenges, promotion, consumers, and digital media. These themes provide valuable insights for practitioners and scholars and ultimately benefit the broader community by providing information on decision-making and promoting sustainability in digital marketing and green marketing. This paper will help researchers better understand the research trends in the field and acquire some up-to-date knowledge about the research related to digital marketing and green marketing.

Suggested Citation

  • Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:16:p:12369-:d:1217189
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    References listed on IDEAS

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    1. Renáta Machová & Rebeka Ambrus & Tibor Zsigmond & Ferenc Bakó, 2022. "The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products," Sustainability, MDPI, vol. 14(3), pages 1-25, January.
    2. Livio Cricelli & Serena Strazzullo, 2021. "The Economic Aspect of Digital Sustainability: A Systematic Review," Sustainability, MDPI, vol. 13(15), pages 1-15, July.
    3. William E. Cox & Jr., 1967. "Product Life Cycles as Marketing Models," The Journal of Business, University of Chicago Press, vol. 40, pages 375-375.
    4. Hamed Nozari & Agnieszka Szmelter-Jarosz & Javid Ghahremani-Nahr, 2021. "The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry," Future Internet, MDPI, vol. 13(10), pages 1-18, October.
    5. Darrell Norman Burrell & Aikyna Finch & Eugene J. M. Lewis & Maurice Dawson & Karen D. Bovell, 2021. "How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges," International Journal of Innovation in the Digital Economy (IJIDE), IGI Global, vol. 12(2), pages 32-47, April.
    6. Francisco Diez-Martin & Alicia Blanco-Gonzalez & Camilo Prado-Roman, 2019. "Research Challenges in Digital Marketing: Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    7. Nuryakin Nuryakin & Tri Maryati, 2020. "Green product competitiveness and green product success. Why and how does mediating affect green innovation performance?," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(4), pages 3061-3077, June.
    8. Dahlquist, Steven H., 2021. "How green product demands influence industrial buyer/seller relationships, knowledge, and marketing dynamic capabilities," Journal of Business Research, Elsevier, vol. 136(C), pages 402-413.
    9. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    10. de Souza, Michele & Pereira, Giancarlo Medeiros & Lopes de Sousa Jabbour, Ana Beatriz & Chiappetta Jabbour, Charbel Jose & Trento, Luiz Reni & Borchardt, Miriam & Zvirtes, Leandro, 2021. "A digitally enabled circular economy for mitigating food waste: Understanding innovative marketing strategies in the context of an emerging economy," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    11. Aleksandra Kuzior & Alla Lobanova, 2020. "Tools of Information and Communication Technologies in Ecological Marketing under Conditions of Sustainable Development in Industrial Regions (Through Examples of Poland and Ukraine)," JRFM, MDPI, vol. 13(10), pages 1-20, October.
    12. Neringa Vilkaite-Vaitone & Ilona Skackauskiene & Gonzalo Díaz-Meneses, 2022. "Measuring Green Marketing: Scale Development and Validation," Energies, MDPI, vol. 15(3), pages 1-17, January.
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    1. Nadia Palmieri & Flavio Boccia & Daniela Covino, 2024. "Digital and Green Behaviour: An Exploratory Study on Italian Consumers," Sustainability, MDPI, vol. 16(8), pages 1-19, April.
    2. Aayushi Badhwar & Saniyat Islam & Caroline Swee Lin Tan & Tarun Panwar & Stephen Wigley & Rajkishore Nayak, 2024. "Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry," Sustainability, MDPI, vol. 16(7), pages 1-17, March.

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