Evolution of environmental policy and sustainable marketing research using bibliometric methods

Amid escalating climate challenges and evolving sustainability mandates, there is growing scholarly interest in how environmental policies shape marketing strategies and consumer behavior. However, existing studies have often examined these domains in isolation, lacking an integrated perspective. This study addresses this gap by offering a comprehensive bibliometric analysis of the intersection between environmental policy, green marketing, and sustainable consumption behavior. Using a curated dataset of 311 peer-reviewed articles indexed in Scopus from 2005 to 2025, the analysis was conducted using R Studio (bibliometrix package) and VOSviewer to identify conceptual structures, thematic evolution, and geographic trends. The results reveal a thematic progression from early focus areas, such as green products and environmental policies, to more applied constructs, such as perceived consumer effectiveness, eco-innovation, and circular economy. The findings underscore the growing integration of policy, corporate strategy, and consumer engagement in driving sustainability transition. By highlighting collaborative opportunities among researchers, practitioners, and policymakers, this study provides actionable insights to support behaviorally informed policy-aligned marketing strategies for environmental stewardship.