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Mapping Environmental Consciousness In Marketing Literature

Author

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  • Smajlović Mediha Arnaut

    (University of Sarajevo – School of Economic and Business Trg oslobođenja – Alija Izetbegović 1 71000 Sarajevo Bosnia and Herzegovina)

  • Marić Esmeralda

    (University of Sarajevo – School of Economic and Business Bosnia and Herzegovina)

Abstract

The environmental consciousness of consumers and other stakeholders has become a crucial factor in making marketing decisions. Marketing practitioners are striving to integrate eco-friendly practices into strategies and effectively communicate these efforts. Defined as the level of concern for the environment, environmental consciousness is a driving force behind sustainable behaviors, many of which are related to consumption. However, despite its relevance, surprisingly little research effort has been invested in mapping this term in the marketing literature. This study addresses this gap through descriptive, bibliometric, and social network analyses of marketing articles on environmental consciousness, complemented by a content analysis of keyword co-occurrence clusters. It explores publishing trends, influential journals, authors, and citation networks while identifying key research themes and synthesizing their findings. Ultimately, this study identifies potential theoretical and methodological gaps in the marketing literature regarding environmental consciousness and offers valuable recommendations for guiding future research endeavors.

Suggested Citation

  • Smajlović Mediha Arnaut & Marić Esmeralda, 2025. "Mapping Environmental Consciousness In Marketing Literature," South East European Journal of Economics and Business, Sciendo, vol. 20(1), pages 176-191.
    • Handle: RePEc:vrs:seejeb:v:20:y:2025:i:1:p:176-191:n:1013
    DOI: 10.2478/jeb-2025-0013
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q50 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - General
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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