Scientific publications about green marketing a bibliometric perspective

ABSTRACT

Introduction/Objective:

This is a quantitative-qualitative study, exploratory and descriptive, which aimed to identify and analyze the characteristics of scientific publications in green marketing, from 1991 to 2020.

Methodology:

The corpus of analysis consisted of articles indexed in the bibliographic platform Scopus and analyzed using bibliometric indicators.

Results:

The results show that in the period investigated, 1,149 articles on the subject were published. The year 2020 had the highest number of articles published (161). The predominant language of publications is English. The United States of America was identified as the most productive country, and with the largest network of international research collaboration. The knowledge area "Business, Management and Accounting" concentrates almost a third of all publications. As for the trend towards collaborative research, 79% of the articles originated were obtained by more than one author. The most productive authors are Polonsky M.J., with fourteen authorships and Chen Y.S., with ten authorships. 498 journals published on green marketing, and “Sustainability” was the journal with the highest number of publications (49). The investigated corpus erected 36,559 citations, with an average of 31.81 citations per article. 53,877 references were used in the set of articles, these, only 18 sources 20 occurrences or more. A keyword analysis indicated that the term "competitive advantage" separates the zone of trivial information from the zone of research noise.

Conclusion:

Green marketing research has a temporal thematic progression characterized by five stages: consumer behavior, green marketing, sustainable development, and green products.

KEYWORDS:
Information metric studies; Sustainable development; Scientific production