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Green Marketing: A Bibliographic Perspective

Author

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  • Yineth Paola Lievano Pulido

    (Department of Business Administration and Marketing, Pablo de Olavide University, 41013 Seville, Spain)

  • Maria Angeles Ramon-Jeronimo

    (Department of Business Administration and Marketing, Pablo de Olavide University, 41013 Seville, Spain)

Abstract

Interest in green marketing in both the academic and practitioner communities has undergone steady growth in recent years. With more than 150 papers published in 2022, the Web of Science (WOS) database confirms this premise. Although some bibliometric analyses on this topic exist, none has included a comprehensive review of the literature, authors, journals, theories, keywords, and future lines of research as does this study. The aim of this paper, therefore, is to consolidate a descriptive bibliometric analysis to identify the main themes studied, the most influential authors and journals, the most commonly used theories, the networks that exist between authors and topics, the most frequently used keywords, and their evolution over the years. It has been found that green marketing research has increased rapidly, especially since 2015. In total, 1741 research articles have been published in 828 journals. The top five authors, the top 10 cited publications, and the top five cited publications by the WOS classification are all analysed herein. Finally, based on keyword analysis, it is concluded that “sustainability”, “planned behaviour”, “performance”, and “trust” have attracted extensive attention over the past decade.

Suggested Citation

  • Yineth Paola Lievano Pulido & Maria Angeles Ramon-Jeronimo, 2023. "Green Marketing: A Bibliographic Perspective," Sustainability, MDPI, vol. 15(24), pages 1-25, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:24:p:16674-:d:1296604
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    References listed on IDEAS

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    1. Anica Zeyen & Markus Beckmann & Stella Wolters, 2016. "Actor and Institutional Dynamics in the Development of Multi-stakeholder Initiatives," Journal of Business Ethics, Springer, vol. 135(2), pages 341-360, May.
    2. Michael Spence, 2002. "Signaling in Retrospect and the Informational Structure of Markets," American Economic Review, American Economic Association, vol. 92(3), pages 434-459, June.
    3. Wolfgang Ulaga & Michael Kleinaltenkamp & Vishal Kashyap & Andreas Eggert, 2021. "Advancing marketing theory and practice: guidelines for crafting research propositions," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 395-406, December.
    4. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
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