Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management

Singapore, March 7-11, 2021

Green Marketing Publication: Bibliometric Perspective

Mapping
Agung Purnomo
Entrepreneurship Department
Bina Nusantara University
Jakarta, Indonesia
[Link]@[Link]

Robertus Tang Herman

Management Department
Bina Nusantara University
Jakarta, Indonesia
robertth@[Link]

Nur Asitah
Primary Education Department
Universitas Nahdlatul Ulama Sidoarjo
Sidoarjo, Indonesia
nurasitah@[Link]

Abstract

The green consumer movement represents the responsibility of humans for the ecosystem and a growing
market, the green market, has been developed. This paper aims to review the status and visual map position
of research in the internationally green marketing publication indexed Scopus that used a bibliometric
perspective. The research was carried out using bibliometric techniques. Data analysis as well as
visualization utilising VOSViewer program and the Scopus function for analyze search results. In this
review, the details collected applied to 968 documents issued from 1991 through 2019. The study reveals
that Polonsky, M.J., and Bucharest University of Economic Studies were the most active individual
scientists and affiliated institutions in green marketing publication. In green marketing, the Business,
Management and Accounting and Journal of Cleaner Production were the most areas of study and
dissemination sources. There were six worldwide group maps with collaborative researchers. In order to
identify the body of knowledge created from twenty-eight years of publication, this study constructed a
convergence axis grouping comprising of green marketing publication: Marketing, Ecology, Environment,
Information use, Sustainable products, Energy efficiency, Business strategy, and Customer loyalty,
abbreviated as MEEISEBC themes.

Keywords
business, entrepreneur, green marketing, marketing, sustainable

1. Introduction
In recent years commercial waste has increased explosively (Y. J. Chen & Chen, 2018). Due to its far-
reaching impact on competitive advantage, increasing environmental consciousness has forced today's
businesses to consider sustainability as a vital objective (Ara et al., 2019). Currently, the global economy
is facing a formidable challenge (Pruåŝa & Sadílek, 2019). Approximately four decades ago, this upheaval
forced companies to recognize the implications of their actual and prospective business values

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Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021

(Bathmanathan & Rajadurai, 2019). Most companies and communities in developed countries have realized
the impact (Pruåŝa & Sadílek, 2019). Green marketing is increasingly growing because of this evolving
level of understanding, and people are willing to pay as much for goods that are more ecologically
responsible (Fauzi & Yakob, 2019; FuiYeng & Rashad, 2015). They tend to buy products with packaging
that "greenness" (Aagerup et al., 2019).
The green consumer movement represents the responsibility of humans for the ecosystem and a growing
market, the green market, has been developed (Widyastuti & Santoso, 2016). Compared with the last few
decades, nowadays more and more companies are implementing green strategies to respond to
environmental impacts (Hasana et al., 2019; Taib et al., 2015). Green marketing becomes part of the strategy
of the business to satisfy client, investor, regulatory, and organizational requirements (Dangelico &
Vocalelli, 2017). In addition, many studies show that green marketing can improve company performance
(Hasan & Ali, 2015), customer satisfaction (Tripathi, 2014), competitive advantage (T. B. Chen & Chai,
2010; Prakash, 2002), and many other advantages. In a study conducted by Govender and Govender
(Govender & Govender, 2016) on consumers regarding goods that are more environmentally friendly, it
shows that consumers do tend to choose to buy goods that are more environmentally friendly. This is
because they are aware of and care about the environment.

Figure. 1 Number of Documents Per Year of Green Marketing publications

Academics and industry, increasingly aware of the value of sustainable growth, science, and practice,
also illustrate that environmental protection can be promoted by green goods (Brito & Laan, 2010; Zhang
et al., 2019). Recent studies indicate that conventional business strategies do not help the goal of the
company to be ecologically responsible as current stakeholders expect (Ara et al., 2019). There is still a
need for research to explain this. Unfortunately, despite presenting a broad image map visualized year over
year with details from several published studies at the global scale, there has not been much publication on
green marketing. The strong positive relationship regarding affiliation, scholars, and the impact of scholarly
studies has also not been explicitly discussed by any publication. This paper aims to review the status and
visual map position of research in the internationally green marketing publication indexed Scopus that used
a bibliometric perspective. We monitor the increase in the number of green marketing-related scholarly
documents published as well as indexed by Scopus from 1991 through 2019 as seen in Figure 1.

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 Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021

2. Research Methods
This review mapped the status of study conducted in the last 28 years at global level on the basis of Green
Marketing. In July 2020, this study collected data from the scopus utilizing document search queries
(Purnomo & Asitah, 2020). The research was carried out using bibliometric techniques. Data analysis as
well as visualization utilising VOSViewer program and the Scopus function for analyze search results (Eck
& Waltman, 2019; Purnomo, Firdaus, et al., 2020; Purnomo, Sari, et al., 2020).
This study identifies green marketing keywords to recognize and look for Scopus database publications
with 968 globally published documents from 1991 through 2019. The research confined collection of data
to 2019 and excluding 2020. In order to reflect the state of the study over the entire year, the annual
academic data collected from January to December. (TITLE-ABS-KEY ('green marketing') AND
PUBYEAR <2020) is the query input command which is implemented while mining academic publication
data on the online database of Scopus.
The research applies a co-authorship analysis with authors' analysis units and full calculation systematic
techniques utilizing VOSViewer to gain the collaborative research network of the international researcher.
The research conducted an in-depth co-occurrence analysis with keyword relation analysis as well as a full
systematic technique of calculation utilizing VOSViewer to generate a keyword map network.

3. Result and Discussions

Green marketing publications appear to be likely to increase and grow per year. The tallest point for
international publication was 118 documents in 2019. Since 1991, publishing on green marketing has
already started.
3.1 Green Marketing Publications Most Common Nation
In green marketing publications, the United States with 1,023 academic documents was the leading
research nation. Then, with 217 articles, India followed. Then China, Australia, Malaysia, Taiwan,
Romania, Canada, Iran, Brazil, Indonesia, Turkey, and the United Kingdom followed.

Figure 2. Nation Number of Annual Publication of Green Marketing

3.2 Green Marketing Publications Most Common Organizational Affiliations

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 Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021

Figure. 3. Organizational Affiliation Number of Annual Publication of Green Marketing

The leading research organization in green marketing publications was Bucharest University of
Economic Studies with 16 documents. Then followed by Universidade da Beira Interior, National Taipei
University, Tamkang University, Cardiff Business School, La Trobe University, Hong Kong Polytechnic
University, Deakin University, and Brawijaya University.

3.3 Green Marketing Publications Most Individual Researcher

Figure. 4. Most individual Green Marketing Publication Researcher

The researcher in the area of green marketing to the most writings was Polonsky, M.J. 10
documents with it. Pursued by Chen, Y.S. with eight documents and Peattie, K. with seven documents.

3.4 The Largest Frequency of Publication of Green Marketing by Subject Area

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 Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
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Figure. 5. The Largest Frequency of Publication of Green Marketing by Subject Area

With 555 documents (31 percent), business, management, and accounting in the subject area was
the most frequent subject area in international publications on green marketing. Then followed by
Environmental Science with 219 documents (12.2%), Social Sciences with 219 documents (12.2%),
Economics, Econometrics and Finance with 175 documents (9.8%), Engineering with 151 documents
(8.4%), Energy with 93 documents (5.2%), Agricultural and Biological Sciences with 65 documents (3.6%),
Decision Sciences with 56 documents (3.1%), Computer Science with 49 documents (2.7%), and Arts and
Humanities with 40 documents (2.2%).

3.5 Year Documents of Green Marketing Publication Sources

Figure. 6. Number of Annual Documents Based on the Green Marketing Publication's Sources

The leader in the annual number of sources of green marketing publications is the
“Journal of Cleaner Production” with 26 documents. Then followed by Sustainability Switzerland with 22
documents, “Journal of Consumer Marketing” with 18 documents, “Journal of Business Research” with 14
documents, “Business Strategy and The Environment” with 13 documents, and “Marketing Intelligence
and Planning” with 13 documents.

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 Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
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3.6 The Green Marketing Publication Article Cited

The study of Laroche M., Bergeron J., Barbaro-Forleo G. was the most widely cited publication,
in 2001 entitled “Targeting consumers who are willing to pay more for environmentally friendly products”
in “Journal of Consumer Marketing” with cited by 1,153 documents. Then, followed by Zhu Q., Sarkis J.,
Geng Y. in 2005 entitled “Green supply chain management in China: Pressures, practices and performance”
in “International Journal of Operations and Production Management” with cited by 761 documents and
Straughan R.D., Roberts J.A. in 1999 entitled “Environmental segmentation alternatives: A look at green
consumer behavior in the new millennium” in “Journal of Consumer Marketing” with cited by 612.

3.7 Publication Theme Map

With analysis and visualization of the VOSViewer program, construction was developed on the
green marketing keyword framework for the green marketing of publication theme map. Five repetitions
were the criterion for the minimum amount of keyword-related documents. Therefore, 209 keywords among
3,427 keywords reached the thresholds.

Figure. 7. Network of Keyword

From Figure. 7. there were eight publication theme groups dependent on study keywords regarding
the international academic publication of green marketing, simplified as well as abbreviated as MEEISEBC
themes.
1. Marketing cluster (dark blue). The keywords of marketing, industry, commerce, environmental concerns,
industrial research, and green supply chain dominated this cluster. Many of these keywords are linked to
themes in marketing.
2. Ecology cluster (yellow). We can find ecology themes in this cluster. The ecology, product design, and
management keywords were connected to this cluster.

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 Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021

3. Environment cluster (red). We can find environment themes in this cluster. The environment, china, human,
Europe, packing, female, and education keywords were connected to this cluster.
4. Information use cluster (light blue). The keywords of information use, search engine optimization,
information systems, SEO, search engines, and search engine marketing dominated this cluster. Many of
these keywords are linked to themes in the information.
5. Sustainable products cluster (purple). We can find sustainable product themes in this cluster. The
sustainable products, marketing mix, and sustainable marketing keywords were connected to this cluster.
6. Energy efficiency cluster (orange). The keywords of energy efficiency, willingness to pay and energy
conservation dominated this cluster. Many of these keywords are linked to themes in energy efficiency.
7. Business strategy cluster (brown). We can find business strategy themes in this cluster. The business
strategy and corporate social responsibility keywords were connected to this cluster.
8. Customer loyalty cluster (pink). The keywords of customer loyalty and green marketing mix dominated
this cluster. Many of these keywords are linked to themes in customer loyalty.

3.8 Network of Authorship

With the VOSViewer program, construction was developed on the green marketing researcher
framework for the authorship network map. One document was one of the requirements for the minimum
collection of publications per author. Thus, out of 1,944 researchers, 1,944 researchers who reached the
thresholds were recognized. As shown in figure 8, there were six group partnership networks between
international researchers in green marketing publications. The red cluster of green marketing publication
which contains Vocino, A., Siwar, C., and Choy, E.A. They dominant from Malaysia. The purple cluster
which contains Polonsky, M.J., Landreth Grau, S., and Rosenberger, P.J. They dominant from the
University of Western Sydney. The green cluster which contains Chamhuri, N. and Talib, B.B.A. They
both from Universiti Kebangsaan Malaysia. The yellow cluster which contains Lamb, P. and D’souza, C.
They both from La Trobe University. The dark blue cluster which contains Taghian, M., Sullivan-Mort, G.,
and Gilmore, A. They both from Australia. Then the light blue cluster which contains Ottman, J.A. and
Stafford, E.R. They both from United States.

Figure. 8. Authorship Network Map

4. Conclusion
The results of this research revealed that there is an annual trend towards a spike in the amount of
international publications on green marketing, there were maps and visual patterns. With 1,023 papers, the
United States was the country with the greatest contribution to publications in Green Marketing studies. In

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 Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021

the publication of the green marketing publications, Bucharest University of Economic Studies was the
most active research institution with 16 papers. In the green marketing publication, the individual academic
researcher with the most prolific publications was Polonsky, M.J. 10 papers with it. With 555 documents
(31 percent), the most intensively studied areas published in the green marketing publication were Business,
Management, and Accounting. The “Journal of Cleaner Production” with 26 documents was the majority
of annual documents by the source in the green marketing publication. With 118 papers, the highest
publication of worldwide scholarly publications in green marketing studies was in 2019. The works of
Laroche M., Bergeron J., Barbaro-Forleo G. were mostly publications with the most citations. In 2001, the
“Journal of Consumer Marketing” cited 1,153 documents entitled "Targeting customers who are willing to
pay more for environmentally friendly goods". There were six researcher partnership groups linked to the
publication of green marketing.
In terms of contributing knowledge implications, this study recommends a classification of the
convergence axis comprising of publication in green marketing to classify the body of knowledge created
from twenty-eight years of academic publication: Marketing, Ecology, Environment, Information use,
Sustainable products, Energy efficiency, Business strategy, and Customer loyalty, abbreviated as
MEEISEBC themes. The identification of key themes in the green marketing area, as practical implication,
contributes to an awareness of the creation of practical studies to clarify general contexts and topics, as well
as research gaps. All this will lead to fresh research addressing a lack of study and specialized expertise in
the disciplines. The most studied themes often reflect the ability to contribute of Green Marketing to
entrepreneurs, business, management, and marketing.

Acknowledgment
The authors are indebted and thank Airlangga University for access to data on academic publications on
Scopus.

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Biographies
Agung Purnomo, is a faculty member of Bina Nusantara University, Entrepreneurship Department.
Robertus Tang Herman, is a faculty member of Bina Nusantara University, Management Department.
Nur Asitah, is a researcher of Universitas Nahdlatul Ulama Sidoarjo.

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Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021

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