Bibliometric Analysis of Green Marketing in Asia (2000 - 2020)

  • Muhammad Mujahid Dakwah Universitas Mataram
  • Abdurrahman Abdurrahman Universitas Mataram
Keywords: asia, bibliometric, green marketing, greenwash


Green  Marketing (GM)  concepts  provide  suitable  solutions  for balancing efficiency and environmental concerns. The objective of this paper is to provide an extensive bibliometric literature review on ‘green marketing’ as a term and concept. Articles were located through scopusr database over a period of 20 years (2000 - 2020). The population in question is 1,104 scientific publication titles (9 November 2020). Mendeley  software  was  used  to manage  and  resume  the  references.  We  have  reviewed  this  database  and attempted  to  classify  articles  using  VOSviewer  software.  fourteen clusters  were reviewed; the words most frequently occurring in each group were ‘green consumer behavior’, ‘green awareness, 'evnironmental sustainability', 'greenwash' and  ‘corporate social responsibility’.  This  cluster  represents  the  research  streams  of  green marketing.


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