CLIMATE CHANGE AND MARKETING A BIBLIOMETRIC ANALYSIS OF RESEARCH FROM 1994 TO 2022

Abstract

Abstract The growing interest of scholars in bibliometric research can be traced to the abundance of published literature on the subject in various fields and categories. To understand the extent of climate change research in the field of marketing and to identify the major authors, journals, issues, and trends, bibliometric analysis was conducted on publications in climate change and marketing, searched on the Web of Science database between 1994 and 2022. A total of 758 publications were obtained from the search. VosViewer, ScientoPy, and BiblioShiny were utilized to analyze the data on authors, keywords, institutions, countries, sources, citations, and co-citations, and the most prolific ones were identified. The findings show an upward trend in the annual number of publications with the top three most productive countries the US, Australia, and the UK and the most productive institutions are located in the US, Canada, and New Zealand. The top author’s keywords are climate change, sustainability, and ‘marketing’. However, while the use of the social marketing keyword has decreased in the last three years, the keyword sustainability has gained importance. Five main clusters emerged from the data. The largest cluster focuses on environmental conservation, followed by food sustainability and biodiversity, green marketing and consumer behavior, sustainable tourism, and social marketing. The longitudinal investigation contributes to the research on climate change and marketing by exploring the current state and evolution of the field.