Research Progress of Green Marketing in Sustainable Consumption based on CiteSpace Analysis

Abstract

The involvement of green marketing in sustainable consumption is becoming a hot topic in recent decades. However, the co-themed studies of these two terms are relatively less sufficient, and more detailed integrated research should be processed. This study uses CiteSpace to do bibliometric analysis regarding the knowledge structure and evolution of green marketing in sustainable consumption with visualization. Results show that green marketing in sustainable consumption is a prosperous topic with increasing annual publications. Besides, there are relatively complicated collaboration networks among institutions and strong extensive cross-regional collaborations, and the most productive authors may not be highly cited, which contradicts with former results of other studies. Furthermore, “green,” “consumption,” “sustainability,” and “consumer” are more welcomed in this research domain and are at the dominating status in the recent studies; some new research directions have emerged, and research focuses are more diversified, implying the multidisciplinary and comprehensiveness nature of this research domain. This study enjoys novelties by combining green marketing and sustainable consumption, constructing a knowledge framework of this domain, revealing current gaps, and proposing key research directions in the future, which cover the deficiencies of former studies and enrich the knowledge system, and are significant references for scholars to explore the research of this domain in the future more effectively and efficiently.