GREEN INNOVATION MARKETING: A BIBLIOMETRIC ANALYSIS OF SCOPUS-INDEXED RESEARCH (2012–2025)
Abstract
This study presents a bibliometric mapping of green innovation marketing research indexed in Scopus from 2012 to 2025, based on a curated corpus of 47 journal articles published in 35 sources. Using a combined performance analysis (productivity and citation indicators) and science mapping approach (keyword co-occurrence and thematic mapping), the study reports a strong publication expansion with a compound annual growth rate (CAGR) of 17.35%. The corpus is recent (average document age 3.21 years) and moderately influential (mean citations per document 26.45), indicating an active and consolidating research stream. Source analysis shows a “core–long tail” structure, where a small set of journals, most notably Sustainability (Switzerland) and the Journal of Cleaner Production, contribute a substantial share of publications and citations. The thematic map identifies two dominant motor themes (marketing–sustainable development–commerce and innovation–green economy–economic growth), highlighting the field’s dual emphasis on market mechanisms and sustainable development outcomes. Overall, this bibliometric synthesis clarifies the field’s knowledge structure, identifies its most influential publication outlets, and surfaces high-centrality themes that can guide future theory-building and empirical research in green innovation marketing.
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