A Bibliometric Analysis of Green Marketing on Consumer Behavior Using R Studio
##plugins.themes.bootstrap3.article.main##
Abstract
The analysis was comprehensively conducted on 326 research articles and reviews published in 149 journals listed in the Scopus database from 1995 to 2024, providing measurable and valuable insights into research trends in green marketing and consumer behavior. The results of this study indicate an increase in the literature on this topic, especially since 2022 to 2024. The average number of publications over the last 10 years is 10.7, and the average number of citations per document is 10.7. Researchers from 59 countries have so far conducted research on consumer behavior and green marketing. India has 124 publications, followed by the USA with 113 publications, and China with 65 publications. According to our analysis, elements such as environmentally-based tourism destinations, creative marketing strategies, sustainable consumer behavior, and the increasing importance of green labeling are highlighted. Additionally, areas requiring future research include environmental awareness, waste management, certification of eco-friendly products, and sustainable consumer behavior across all types of eco-friendly product use. Therefore, collaboration between individuals, groups, and companies, both locally and internationally, should be enhanced, with a specific focus on developing innovative green marketing methods to encourage sustainable consumer behavior with a focus on environmental care.
##plugins.themes.bootstrap3.article.details##
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- The journal allow the authors to hold the copyright without restrictions and allow the authors to retain publishing rights without restrictions.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.