Charting the Green Path: Analyzing Two Decades of Environmental Consciousness in Marketing

Abstract

The chapter aims to analyze the results of green marketing and environmental protection through a bibliometric analysis being conducted for the same. A total of 291 documents have been analyzed from the Scopus database for the time of two decades. VOSViewer visualization tool has been used to show the pictorial representation and tabular representation has been demonstrated by using Microsoft Excel. The findings of the study reveal that the maximum number of publications related to the concept have been done in the year 2021, most evidently due to the COVID-19 pandemic as consumer behavior might have shifted during the pandemic, with increased awareness of the environmental impact of consumption. China is the topmost country to publish a maximum of 49 manuscripts on the related concept. Moreover, co-occurrence analysis, co-authorship analysis, and citation analysis have been mentioned in the study.