Keywords:
bibliometric analysis
green marketing
sustainability

  • Abstract

    Businesses need to be able to adapt and respond effectively in order to stay up with the rapid and ongoing changes that are occurring in both society and the natural environment. One alternative adaptation strategy is to adopt green marketing tactics based on environmental sustainability ideals. As a result, the goal of this study is to provide a bibliometric analysis of green marketing research conducted over the last four decades. The method used is bibliometric analysis, which starts with exploration, continues on to identifying search terms, then doing a search and validating the list of papers discovered, and finally conducting analysis in the Scopus database. According to the results of the bibliometric investigation, there are two hundred books entirely dedicated to the subject of green marketing. All of the papers have an H-index of 70, indicating that they have been referenced at least 70 times. The environmental, sustainable, business, marketing, management, current service management, applied behavioral science, and social sciences are all linked to the main trend of green marketing research. According to the results of bibliometric analysis, the most frequently covered themes in green marketing research are those related to green marketing, marketing, consumers, effects, roles, green marketing strategies, green marketing orientations, and perspectives on green marketing. Corporate social responsibility, application, influence, green product, value, corporate image, consumer behavior, and mediating role were the keywords associated with green marketing that garnered the least amount of research in the studies undertaken on the subject.

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Digdowiseiso, K. (2025). Four decades of green marketing research: A bibliometric analysis in the sustainable perspective. Multidisciplinary Reviews, 8(7), 2025235. https://doi.org/10.31893/multirev.2025235
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