1PhD Scholar, Department of Commerce, Delhi School of Economics, University of Delhi, Delhi, India, Email id: ishaverma@outlook.com
2Professor, Dept. of Commerce, Lakshmibai College, University of Delhi, Ashok Vihar 3, Delhi, India, Email id: gayatri@lb.du.ac.in
Online published on 31 July, 2025.
This study seeks to analyse quantitatively historical research trends and propose future directions in the field of consumer's skepticism towards green advertising through bibliometric analysis.
A bibliometric analysis was conducted on 261 articles sourced from Scopus and Web of Science, following Donthu et al. (2021) with the help of Biblioshiny. This study includes performance analysis and science mapping.
“Skepticism towards green advertising” is found to be falling in the Niche quadrant of Thematic Map indicating an under researched area and co-occurrence analysis presents two clusters revolving around “trust” and “skepticism”.
The selection of articles is confined to Scopus and Web of Science database published after 2000 in English language.
The study shall provide insights to academicians understanding literature and identifying the gaps.
The study is a novel attempt to map the major themes in literature on “skepticism towards green advertising”.
Green Advertising, Skepticism, Credibility, Bibliometric Analysis, Green Washing
