“GREEN MARKETING AND SUSTAINABILITY” – LOOKING INTO THE PAST THROUGH BIBLIOMETRIC ANALYSIS
Abstract - Green marketing is a crucial element in the field of business to attain the objective of sustainability for environmental protection. The study aims to understand the research trend in the domain of green marketing and sustainability. The current study is based on bibliometric analysis. A total of 360 research documents were extracted from the Scopus database from year 1996 to April 2023, to do the analysis. Data was analysed using RStudio and VOS viewer. The current study evaluates the data on publication trend, author’s contribution, journals contribution. Further the study also evaluates the co-citation analysis and five clusters were identified. The study provides a comprehensive view on the literature published in field of green marketing and sustainability.
Keywords - Marketing, Green Marketing, Sustainability, Environmental Sustainability