A Bibliometric Analysis of Green Branding Research from 2000 to 2019

Abstract

The shifting trend of businesses and customers towards environmental sustainability has led to increasing interest in green branding among researchers. In order to facilitate these researchers, our study presents a bibliometric analysis of the research on green branding from 2000 to 2019. The Scopus database was screened to identify year-wise publications, most cited papers, most prolific authors, countries and institutions. The VOSviewer software was used to analyse keyword occurrence, co-authorship network and inter-country co-authorship network. Results of the bibliometric analysis show that the largest number of papers on green branding was published in 2017. The most cited paper is ‘Pro-environmental products: Marketing influence on consumer purchase decision’. The most prolific author on green branding is Chung-Shing Chan from The Chinese University of Hong Kong, which is also the most productive university with respect to research on green branding. The Journal of Cleaner Production published by Elsevier and Sustainability (Switzerland) published by MDPI have published the largest number of papers on green branding. This analysis provides direction to researchers venturing into the field of green branding by providing information on the journals, authors, institutions and countries that are prominent in the domain of environmental sustainability as well as keywords that are frequently used in research on green branding.