MAPPING THE LANDSCAPE OF GREEN MARKETING: A BIBLIOMETRIC APPROACH
- Research scholar Sir Syed College, Taliparamba Kannur University.
- Assistant Professor Sir Syed College, Taliparamba.
- Abstract
- Keywords
- How to Cite This Article
- Corresponding Author
The United Nations' Sustainable Development Goals (SDGs) are closely related to Green Marketing, emphasising Environmental Sustainability and Responsible Consumption. Green Marketing is a strategic approach that allows businesses to align their products, services, and branding with eco-friendly practices. The primary objective of this study is to perform a bibliometric analysis of "Green Marketing" within scholarly literature. Data was collected from the SCOPUS database spanning 2013 to 2023. Initially, the dataset included 1,776 entries, but after a thorough filtering process, it was reduced to 339. The analysis was conducted using the Bibliometrix library and the biblioShiny platform in RStudio. The year 2022 saw the highest number of publications, with 45 articles, marking a new peak. By employing advanced bibliometric tools to analyse publication trends, citation analysis was performed to identify key authors and significant works in the field of Green Marketing. Additionally, co-occurrence analysis of keywords and thematic mapping were utilised.
Anusree C V (2025); MAPPING THE LANDSCAPE OF GREEN MARKETING: A BIBLIOMETRIC APPROACH, Jana Nexus: Journal of Business and Management Studies, 1 (12), 08-14, ISSN 3108-348X. DOI URL: https://dx.doi.org/10.21474/JNBMS01/107
Research scholar Sir Syed College, Taliparamba Kannur University.
India
