Keywords:
green marketing
sustainability business
bibliometric analysis

  • Abstract

    Green marketing is a theme of international interest that invites attention among scholars from multidisciplinary areas. The popularity of green marketing is also acknowledged as a prominent tool for business sustainability strategies, which are considered the drivers of innovative changes towards environmental degradation. Therefore, the purpose of the study aims to identify, organize, and analyze the trends and clusters for green marketing for sustainability businesses. This review paper involved 1252 articles from the Scopus database from 2004 to 2024 using bibliometric analysis with VOSviewers. The main results of this study indicate that the theme of green marketing has been increasing demand among scholars in the last two decades in various countries and organizations, such as India, China, and Malaysia. This study also reveals some affiliation contributors to this theme, including the Bucharest University of Economic Studies and the Universidad da Beira Interior. While the scientific journals, such as Sustainability, Journal of Cleaner Production, and Journal of Business Research are the three most active in publishing papers on this theme. In addition, the keywords co-occurrence analysis indicates that green marketing practices are grouped by several clusters, including green consumerism, attributes, strategic approach, economic and business, background of green marketing, education and other factors. The results of this review indicate the increasing demand for collaboration between companies, education institutions, and governments to increase the awareness for consumers and producers to reach business sustainability. This study also invites future scholars to elaborate variables and clusters proposed in this study as well as proposes an insight into the trajectory of green marketing.

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How to cite

Sumarsono, H., Narmaditya, B. S., Rahmawati, F., Prayitno, P. H., & Sahid, S. (2024). Green marketing for sustainability business: A bibliometric analysis. Multidisciplinary Reviews, 8(3), 2025078. https://doi.org/10.31893/multirev.2025078
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