MAPPING THE LANDSCAPE OF GREEN MARKETING: A BIBLIOMETRIC ANALYSIS

The article delves into the rising importance of green marketing amidst growing environmental concerns and societal shifts towards sustainability. It highlights businesses' need to align their practices with environmental and social sustainability to meet consumer expectations and enhance consumer welfare. Despite the increasing popularity of green marketing, there remains a gap in comprehensive exploration within the marketing field, especially in bibliometric analysis. To address this gap, the study employs bibliometric analysis using Scopus data to examine trends, key contributors, influential authors, organizations, countries, and popular research topics in green marketing. The analysis reveals a significant increase in research publications over the years, with prominent keywords such as green marketing, sustainability, and sustainable development. Influential authors like Chen Yu-Shan and Joseph Sarkis have made substantial contributions, with high citation counts reflecting their work's impact. Prominent organizations include Tamkang University and Clark University, emphasizing the role of specific institutions in advancing this field. Additionally, the study identifies The United States leads in both publications and citations in this field. Overall, the research offers insights into the current landscape of green marketing research, providing valuable information for future studies and industry practitioners. Keywords: Green Marketing, Sustainable Marketing. Bibliometric, Citation Analysis