1Department of Commerce, Himachal Pradesh University, Summer Hill, Shimla, India (171005), Email: kumarvikas.hp94@gmail.com, Orcid: https://orcid.org/0000-0003-1905-0270
2Department of Commerce, Shyama Prasad Mukherji College for Women, University of Delhi, Delhi, India (110026), Email: siddharthchandel1995@gmail.com
3Department of Commerce, Sri Aurobindo College, University of Delhi, Delhi, India (110017), Email: drvchand2024@gmail.com
Online published on 18 September, 2025.
This study presents a bibliometric analysis of green marketing research from 1990 to 2022, highlighting the field’s growth in response to rising environmental concerns. Using the Scopus database, the research identifies significant themes, key authors, and trends within green marketing studies. Biblioshiny and VOS viewer tools were employed to visualize publication trends, author networks, keyword co-occurrences, and citation patterns, offering a comprehensive overview of the field’s evolution. Findings show a notable rise in green marketing publications, with key contributing authors, influential journals, and major thematic areas emerging. Keyword analysis reveals a shift from general environmental themes to specific strategies, underscoring the field’s maturation. This study emphasizes the need for continued exploration in green marketing, suggesting directions for future research and practical implications for sustainable business practices.
Bibliometric Analysis, Ecological Marketing, Environmentally Friendly Marketing, Green Advertising, Marketing Sustainability, Scopus Database
