RT Journal Article
T1 Green Marketing: A Bibliographic Perspective
A1 Lievano Pulido, Yineth Paola
A1 Ramón-Jerónimo, María Ángeles
K1 Green marketing
K1 Sustainable marketing
K1 Bibliographic study
K1 Citation analysis
K1 Ecological marketing
K1 Environmental marketing
AB Interest in green marketing in both the academic and practitioner communities has undergone steady growth in recent years. With more than 150 papers published in 2022, the Web of Science (WOS) database confirms this premise. Although some bibliometric analyses on this topic exist, none has included a comprehensive review of the literature, authors, journals, theories, keywords, and future lines of research as does this study. The aim of this paper, therefore, is to consolidate a descriptive bibliometric analysis to identify the main themes studied, the most influential authors and journals, the most commonly used theories, the networks that exist between authors and topics, the most frequently used keywords, and their evolution over the years. It has been found that green marketing research has increased rapidly, especially since 2015. In total, 1741 research articles have been published in 828 journals. The top five authors, the top 10 cited publications, and the top five cited publications by the WOS classification are all analysed herein. Finally, based on keyword analysis, it is concluded that “sustainability”, “planned behaviour”, “performance”, and “trust” have attracted extensive attention over the past decade.
PB MDPI
YR 2023
FD 2023
LK https://hdl.handle.net/10433/20512
UL https://hdl.handle.net/10433/20512
LA en
NO Lievano Pulido YP, Ramon-Jeronimo MA. Green Marketing: A Bibliographic Perspective. Sustainability. 2023; 15(24):16674. https://doi.org/10.3390/su152416674
NO PROYEXCEL_00161 de la Junta de Andalucía, proyectos de Excelencia. 5º plan de investigación de la Universidad Pablo de Olavide. Ayudas para la concurrencia al plan nacional de investigación: PID2020-117676GB-I00.
NO Universidad Pablo de Olavide. Departamento de Organización de Empresas y Marketing
DS RIO
RD May 22, 2026