The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022

Abstract

Green products are composed of renewable resources and aim to minimize waste by maximizing resource efficiency. Some examples of green products are recycled paper, herbal products, and energy-saving bulbs, which are easily recycled and benefit the environment by reducing waste during manufacturing. Consumers and organizations are becoming more environmentally conscious. Consumer adoption of green products, environmental activism, and stringent regulations can significantly reduce environmental degradation. The main focus of this paper is to consolidate findings on green marketing through a bibliometric study of articles published from 2011 to 23 May 2022 and present the results in a meaningful manner. In this study, we used VOSviewer software to map crucial current trends. It was observed that the key words sustainable, ethical, green, ecological, and eco-friendly marketing have received considerable attention in green marketing during the last decade.