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Littera Scripta

ISSN (online): 1805-9112

Research ArticleOpen access

Green marketing: A Comprehensive bibliometric analysis

Jakub Michulek1, Anna Krizanova1

  1. University of Zilina, Faculty of Operation and Economics of Transport and Communications

Abstract

In recent decades, green marketing has been created and developed. This marketing concept can be simply understood as marketing activities aimed at satisfying the needs of customers in such a way as to reduce the negative impact on the environment.. That is why it is important to focus on green marketing if the company wants to succeed. The aim of the study is to perform a bibliometric analysis on the concept of green marketing. Vos Viewer and MS Excel programs were used to perform the analysis. The data were obtained from the Web of Science database. The most publications were published in the current year 2022. Countries such as China and the USA focus on the topic the most. Slovakia deals with the issue of green marketing the most among Central European countries. Green marketing, sustainability, behavior, consumption, consumers, green and green marketing mix are considered the most frequently used keywords in connection with the solved problem. The most recent processing of the bibliometric analysis, with a focus on publishing years, country of origin, classification according to WOS, publisher, language, type of document, or university to which the researchers belonged, is what we believe to be the study's practical contribution.

Keywords:Green marketingecological marketingsustainable marketingsustainabilityCSRbibliometric analysis

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