SUSTAINABLE PRACTICES AND GREEN MARKETING IN HEALTHCARE SECTOR: VISUAL TRENDS AND FUTURE INSIGHT

The healthcare sector faces critical challenges, including climate change, rising healthcare demands, and resource inefficiencies, making sustainability a priority. This study investigates the integration of sustainable practices and green marketing within the healthcare sector using a bibliometric analysis of 194 journal articles published from 2015 to 2024. Key research questions explore evolving trends, thematic areas, and gaps in the literature to address sustainability issues. The study employs a rigorous five-phase bibliometric methodology, utilizing Scopus database data and tools like Bibliometrix and VOSViewer to identify key themes and relationships. The research demonstrates an annual growth rate of 56.24%, reflecting the rising global attention to sustainability in healthcare. Key journals, such as Sustainability and Journal of Cleaner Production, are identified as prominent platforms, while China and India lead in research contributions. Descriptive statistics reveal an average of 26.18 citations per article, with 43.3% involving international collaborations. The co-occurrence analysis identifies six clusters focusing on environmental sustainability, CSR, green supply chains, economic performance, green HR, and green product innovation in healthcare. The thematic analysis highlights the convergence of sustainability principles, operational efficiency, and green marketing strategies in addressing healthcare challenges. Central themes include Green Human Resource Management (GHRM), Green Supply Chain Management (GSCM), and frugal innovation. Notably, GSCM practices, such as eco-design and waste management, are pivotal in mitigating the healthcare sector's environmental footprint. The study also emphasizes the role of emerging technologies like AI and IoT in optimizing sustainable operations. While significant progress has been made, gaps remain in integrating green practices with marketing strategies and assessing long-term impacts. Future direction should focus on adopting innovative technologies, developing targeted green marketing campaigns, and addressing challenges in resource-limited healthcare systems. This research contributes to improving operational efficiency, reducing carbon footprints, and enhancing patient satisfaction through sustainable practices and green marketing strategies.