Exploring Climate Change Adaptation, Mitigation and Marketing Connections

Abstract

Adaptation and mitigation to the adverse impacts of rising weather and climate extremes require businesses to respond with adequate marketing strategies promoting sustained economic development. Unfortunately, the connections exploring such relationships have not been extensively investigated in the current body of literature. This study investigated the five marketing categories relating to sustainable practices (sustainable marketing, social marketing, green marketing, sustainable consumption and ecological marketing) within core research themes of climate change, global warming and sustainability from a bibliometric approach using the Scopus API. Additional topic modelling was conducted using the Latent Dirichlet Allocation (LDA) unsupervised approach on downloaded abstracts to distinguish ideas communicated in time through research and publications with co-occurrences of major Intergovernmental Panel on Climate Change (IPCC) Assessment Reports and Google search queries. The results confirmed marketing strategies aligned with the theme of sustainability with little work from small developing island nations. Additionally, findings demonstrated that research exploring business strategies through green marketing directed to green consumers with sustainable supply chain management had been dominantly increasing in the literature over recent years. Similarly, social marketing associated with green consumers was a common concern for the public and academics, rising over the years with strong influence from the published IPCC Assessment Reports. This study did not explore other published databases, including climate change-related meeting transcripts and published speeches from corporate and world leaders.