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Purpose: Green marketing research is being conducted in various fields.
However, domestic and international research on green marketing that uses bibliometric analysis is limited. This study identified the importance and research trends in green marketing from a macro perspective and analyzed the associations between relevant keywords using bibliometric analysis.
Consequently, this study aims to provide basic data for researching green marketing.
Research design, data, and methodology: Analysis was conducted using the Bibliometric and VOSviewer programs on green marketing literature published in international academic journals. Basic descriptive data and keyword analysis were performed using information collected from SCOPUS.
Results: The results indicate continuous growth concerning green market-related literature. In 2012, 64 papers were published, but it was confirmed that green marketing-related research activities continue to increase, with 117 papers in 2016, 145 papers in 2018, and 263 papers in 2022. Thus, a significant rise in green marketing research after 2018 appeared partly due to the rapid climate change resulting from global warming and the devastating effects of COVID-19. Regarding country publication frequency, China was the country that conducted the most research about green marketing-related research, followed by the U.S.A and India. As a result of the Chinese government’s recent strengthening of environmental regulations and changes in the corporate environment, the importance of green marketing is being emphasized, and research is being conducted in this regard.
Implications: This study is significant because it analyzes the trend of green marketing-related research using bibliometric analysis and suggests future research directions. Scholars can understand the importance of green marketing and use it in future research or academic activities by referring to influential studies.
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