A bibliometric analysis of green marketing in marketing and related fields: From 1991 to 2021
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 7 December 2022
Issue publication date: 2 November 2023
Abstract
Purpose
This study aims to provide the theoretical roots, research trajectories and promising research directions of green marketing in marketing and related fields.
Design/methodology/approach
This study integrates three bibliometric analyses, i.e. co-citation analysis, historical direct citation analysis and co-occurrence analysis, and a qualitative review to examine the 781 publications that matched the search criteria between January 1991 and December 2021 from the Web of Science (WoS) database.
Findings
The research findings show that eleven groups of cited references characterize the theoretical roots of green marketing in marketing and related fields. Besides, the two main research trajectories identified were found to be developed under the impact of prior studies. Moreover, the four research themes concerning this research domain are presented. The results also highlight promising research directions.
Research limitations/implications
Based on the quantitative bibliometric analysis and qualitative literature reviews, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of green marketing literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of green marketing.
Practical implications
Some topics about green marketing were recommended for further research. Some practical examples and suggestions are also given in the study.
Originality/value
This study reviewed 781 publications at the intersection of green marketing research domain in marketing and related fields to identify the theoretical roots, research trajectories and research themes and to propose promising research avenues.
Keywords
Acknowledgements
The work was funded by University of Macau (MYRG2020-00129-FBA and MYRG2019-00037-FBA).
Citation
Wang, S., Liu, M.T. and Pérez, A. (2023), "A bibliometric analysis of green marketing in marketing and related fields: From 1991 to 2021", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 8, pp. 1857-1882. https://doi.org/10.1108/APJML-07-2022-0651
Publisher
:Emerald Publishing Limited
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