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Bibliometric Analysis of Green Marketing Research from 1977 to 2020

Author

Listed:
  • Farida Saleem

    (Department of Management, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia)

  • Amira Khattak

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia)

  • Shafiq Ur Rehman

    (Deanship of Library Affairs, Imam Abdulrahman Bin Faisal University, Dammam 31441, Saudi Arabia)

  • Murtaza Ashiq

    (Library and Information Science, Islamabad Model College for Boys, H-9, Islamabad 44000, Pakistan)

Abstract

The scientific community’s growing interest in green marketing research can be traced through the abundance of published literature on the topic. However, there is still a lack of a comprehensive and systematic research focusing on the evolution of this field. The main objective of this paper was to consolidate the state-of-the-art research on green marketing through a bibliometric study of articles published from 1977 to 2020, and to analyze and present the results from the perspective of growing trends in the field; productive and influential countries, institutions, authors, articles, and research journals; keywords; authorship patterns; and international collaborations. The study results indicate a gradual increase in green marketing research from 1977 to 2020, more so in the last five years. A total of 1025 scholarly documents were published in 634 journals during this period and listed in the Web of Science (WOS). The top 10 most productive countries were then analyzed. A great number of institutions from both developing countries (in terms of article count) and developed countries (in terms of citation scores), were compared. Finally, based on keywords and a three-factor analysis, it was concluded that green marketing, sustainability, sustainable development, environment marketing and sustainable marketing have attracted extensive attention during the past decade as keywords.

Suggested Citation

  • Farida Saleem & Amira Khattak & Shafiq Ur Rehman & Murtaza Ashiq, 2021. "Bibliometric Analysis of Green Marketing Research from 1977 to 2020," Publications, MDPI, vol. 9(1), pages 1-19, January.
    • Handle: RePEc:gam:jpubli:v:9:y:2021:i:1:p:1-:d:476751
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    References listed on IDEAS

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    Cited by:

    1. Kirtika Deo & Abhnil Amtesh Prasad, 2022. "Exploring Climate Change Adaptation, Mitigation and Marketing Connections," Sustainability, MDPI, vol. 14(7), pages 1-21, April.
    2. Li Liu & Hailang Cui & Yuankun Nie, 2023. "Cite Space-Based Bibliometric Analysis of Green Marketing," Sustainability, MDPI, vol. 15(12), pages 1-13, June.
    3. Galletta, Simona & Mazzù, Sebastiano & Naciti, Valeria, 2022. "A bibliometric analysis of ESG performance in the banking industry: From the current status to future directions," Research in International Business and Finance, Elsevier, vol. 62(C).
    4. Shaista Rashid & Amira Khattak & Murtaza Ashiq & Shafiq Ur Rehman & Muhammad Rashid Rasool, 2021. "Educational Landscape of Virtual Reality in Higher Education: Bibliometric Evidences of Publishing Patterns and Emerging Trends," Publications, MDPI, vol. 9(2), pages 1-17, April.

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