Green marketing publication: Bibliometric perspective mapping

Abstract

The green consumer movement represents the responsibility of humans for the ecosystem and a growing market, the green market, has been developed. This paper aims to review the status and visual map position of research in the internationally green marketing publication indexed Scopus that used a bibliometric perspective. The research was carried out using bibliometric techniques. Data analysis as well as visualization utilising VOSViewer program and the Scopus function for analyze search results. In this review, the details collected applied to 968 documents issued from 1991 through 2019. The study reveals that Polonsky, M.J., and Bucharest University of Economic Studies were the most active individual scientists and affiliated institutions in green marketing publication. In green marketing, the Business, Management and Accounting and Journal of Cleaner Production were the most areas of study and dissemination sources. There were six worldwide group maps with collaborative researchers. In order to identify the body of knowledge created from twenty-eight years of publication, this study constructed a convergence axis grouping comprising of green marketing publication: Marketing, Ecology, Environment, Information use, Sustainable products, Energy efficiency, Business strategy, and Customer loyalty, abbreviated as MEEISEBC themes.