Is green the new gold? Green branding and its state-of-the-art

Purpose Sustainability now represents a strategic necessity rather than a marketing afterthought, making green branding central to contemporary business. This study aims to present a state-of-the-art overview of green branding, covering both current insights and future directions. Design/methodology/approach This study conducts a bibliometric analysis on green branding research under the guidance of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Findings This study reveals the themes and topics characterizing green branding research and, through sensemaking, distills a parsimonious theoretical explanation: green branding involves a strategic green brand commitment that directs the operational green marketing mix to generate green brand equity, with ethical vigilance against greenwashing safeguarding the integrity of the brand. Originality/value This study delivers invaluable insights on green branding and lays the groundwork for subsequent inquiries, all directed toward achieving a greener and more sustainable future.