Global research trends on green marketing mix and consumer intentions: a bibliometric review
DOI:
https://doi.org/10.64171/JSRD.4.4.29-41Keywords:
Green Marketing Mix, Green Purchase Intention, Sustainability, Green Consumer BehaviorAbstract
Purpose: The study aims to offer a comprehensive bibliometric assessment of research on the green marketing mix and green purchase intention. It seeks to identify intellectual structures, thematic trends, influential contributions, and emerging research directions within this evolving field.
Design/Methodology/Approach: A bibliometric research design was adopted using publications indexed in Scopus from 2015 to 2025. Structured keyword searches were conducted, and analytical techniques such as co-authorship analysis, co-citation mapping, keyword co-occurrence, and thematic clustering were performed using VOSviewer. Descriptive indicators including leading journals, prominent authors, productive countries, and publication trends were also examined to provide a holistic overview.
Findings: The results indicate substantial growth in green marketing research, particularly after 2020, with Sustainability (Switzerland) identified as the most influential journal. Thematic clusters reveal core research areas such as green trust, eco-labeling, sustainable packaging, environmental knowledge, consumer attitudes, and green advertising. Co-citation networks highlight foundational contributions by Jaiswal (2018), Goh (2016), and Nguyen (2019). The findings further show that psychological, cultural, and regulatory factors significantly influence green purchase intention, and that components of the green marketing mix—especially green product, promotion, and packaging—play a crucial role. Country-level analysis positions Asia, particularly India and China, as central hubs of scholarly productivity.
Limitations: The study is limited by its reliance solely on Scopus-indexed and English-language publications, which may omit relevant research available in other databases or languages. Additionally, restricting the analysis to the 2015–2025 period may exclude earlier foundational works.
Social impact: The study highlights the rising importance of sustainability communication, environmental responsibility, and supportive policy frameworks in encouraging eco-friendly consumer behavior. The insights generated can assist businesses in designing effective green marketing strategies, guide policymakers in strengthening sustainability initiatives, and help researchers identify future research opportunities in the domain of green consumer behavior.
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