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The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022

Author

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  • Seema Bhardwaj

    (Management Department, Symbiosis International University, Pune 412115, India)

  • Kiran Nair

    (College of Business, Abu Dhabi University, Abu Dhabi 59911, United Arab Emirates)

  • Muhammad Usman Tariq

    (College of Business, Abu Dhabi University, Abu Dhabi 59911, United Arab Emirates)

  • Asad Ahmad

    (School of Management and Business Studies, Jamia Hamdard, New Delhi 110062, India)

  • Asmita Chitnis

    (Symbiosis Institute of International Business, SIU, Pune 412115, India)

Abstract

Green products are composed of renewable resources and aim to minimize waste by maximizing resource efficiency. Some examples of green products are recycled paper, herbal products, and energy-saving bulbs, which are easily recycled and benefit the environment by reducing waste during manufacturing. Consumers and organizations are becoming more environmentally conscious. Consumer adoption of green products, environmental activism, and stringent regulations can significantly reduce environmental degradation. The main focus of this paper is to consolidate findings on green marketing through a bibliometric study of articles published from 2011 to 23 May 2022 and present the results in a meaningful manner. In this study, we used VOSviewer software to map crucial current trends. It was observed that the key words sustainable, ethical, green, ecological, and eco-friendly marketing have received considerable attention in green marketing during the last decade.

Suggested Citation

  • Seema Bhardwaj & Kiran Nair & Muhammad Usman Tariq & Asad Ahmad & Asmita Chitnis, 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:2988-:d:1060268
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    References listed on IDEAS

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    Cited by:

    1. Boyi Zhang & Shaojian Qu, 2023. "Green Supply Chain Game: Decision-Making and Coordination Mechanism Design," Sustainability, MDPI, vol. 15(21), pages 1-25, November.
    2. Danial Esmaelnezhad & Mohammad Dana Lagzi & Jurgita Antucheviciene & Shide Sadat Hashemi & Sina Khorshidi, 2023. "Evaluation of Green Marketing Strategies by Considering Sustainability Criteria," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    3. Georgică Gheorghe & Petronela Tudorache & Ioan Mihai Roşca, 2023. "The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods," Sustainability, MDPI, vol. 15(18), pages 1-24, September.

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