Exploring Green Marketing Research through Bibliometrics

As global, regional, and national concerns about the future of human life and nature continue to grow, researchers in the field of marketing have contributed to this discourse by conducting various scientific studies on sustainability from a marketing perspective. This research aims to provide a comprehensive overview of green marketing research using bibliometric analysis and network visualization techniques. The bibliometric analysis is applied to provide complete understanding of the core issues, directions, trends, and opportunities in green marketing research. The steps of bibliometric analysis include data collection, article scoping, metadata compilation, and data visualization using Vosviewer. Based on data from scopus.com, a search for green marketing publications yielded 610 articles. Using bibliometric parameters such as authors, citations, keywords, and country of publication, the research presents a systematic research method for the analysis process. The analysis results reveal that the classification of green marketing research consists of 6 clusters focusing on consumption behavior, behavioral impact, firm innovation and performance, business development, sustainability, and economics.