Green Marketing Research Trends: Theory and Practical Application

Green marketing has emerged as a major global problem over the last two decades. However, marketing activity in Vietnam remains mostly missing in both academic and practical application areas. The above phenomena are due to a lack of theoretical grounding. Using the strengths of the content analysis method in extensive research, the authors examined 109 scientific papers in English from international journals in the Science Citation Index database. The research findings give insight on changes in green marketing in a variety of areas, including theoretical value, strategy, and expanded research content from 1998 to 2018. The paper also suggests a number of study directions appropriate to the current Vietnamese context for expanding domestic green marketing research and catching up with worldwide research trends.