GREEN MARKETING RESEARCH TRENDS AND EMERGING THEMES: A BIBLIOMETRIC ANALYSIS OF SCOPUS PUBLICATIONS (2013–2023)

Green marketing has become an increasingly important area of research as organisations seek to connect business practices with environmental sustainability and responsible consumption, including the objectives of the United Nations Sustainable Development Goals (SDGs). This study examines the development of green marketing scholarship through a bibliometric analysis of publications indexed in Scopus between 2013 and 2023. The initial search returned 1,776 records; following the stated screening and selection process, 339 articles were retained for analysis. The data were analysed using the Bibliometrix package and the Biblioshiny interface in RStudio. The study considers annual publication output, citation patterns, author and keyword relationships, source impact, trending topics, and thematic clusters. Publication activity reached its highest reported level in 2022, with 45 articles. The analysis also identifies frequently occurring keywords, influential publication sources, and themes associated with sustainability, the circular economy, marketing, and human motivation. These findings provide an overview of the structure and development of green marketing research during the period examined and indicate areas that may warrant further investigation.