Green marketing communication (GMC) strategies: a bibliometric analysis from 2015 to 2025

Purpose The purpose of this study is to present a comprehensive bibliometric evaluation of research on green marketing communication (GMC) strategies published between 2015 and 2025 to highlight gaps and trends in the GMC field. Design/methodology/approach A total of 346 documents were extracted from the Scopus database using defined search terms. VOSviewer and Biblioshiny were used to perform the analysis. Performance analysis consisted of publication trends, citations per year and the most influential authors, countries, and institutions, while science mapping comprised co-authorship networks (authors, organizations and countries), hotspot analysis, three-fields plot and evolution trend analysis. Findings Results show that the academic interest in this field is on the rise. Dominating the GMC field are a small number of authors and journals that have made high-impact contributions. There is limited contribution from developing nations, as the majority of the studies originate from developed countries. Keyword analysis shows that mature themes are centered around green marketing, sustainability, green advertising and consumer behavior, while sustainable consumption, environmental communication, brand loyalty and ecolabeling make up the underexplored themes. Originality/value This study provides a much-needed focused and up-to-date quantitative analysis of literature on GMC strategies. The findings have established GMC as a distinct field that is evolving from general environmental topics toward consumer-related issues. They offer useful insights to managers, policymakers and researchers to help them develop impactful GMC strategies by relating to trending themes and prominent emerging areas. They have also uncovered several research gaps that require scholarly attention.