Research trends in green marketing and intentions to purchase: A bibliometric analysis
DOI:
https://doi.org/10.61511/jssew.v1i2.2024.322Keywords:
bibliometric analysis, green marketing, green product, purchase intentionAbstract
The recent rise of environmental issues requires business units to prioritize sustainability in their systems and products, including marketing. People are increasingly aware of environmental damage and strive to preserve the environment. In this case, several companies have come up with several environmentally friendly products and services. This study aims to determine the trend of previous research from 2006 to 2023 on how green marketing influences consumers’ intention to purchase green products and make recommendations for future research directions. The research method uses descriptive bibliometric analysis. Based on the result of data retrieved from the Scopus database, 94 recent scientific articles are used in this review which are then converted into RIS format and processed with VOSviewer. The main findings of this study are: (1) The research on green marketing and the intention to purchase a green product emerged in 2011 and has experienced rapid development in the last decade; (2) the number of authors, institutions, and countries producing research in this field is still very limited; (3) research collaboration has not been significantly established; (4) the most productive journals in this field is Sustainability (Switzerland); (5) there are four common themes discussed in the literature on green marketing and intention to purchase green products over the last 17 years: the concept of green marketing; green purchasing behavior and intentions; environmental awareness and consumer behavior in relation to green products; and the influence of green marketing and behavior of consumer to purchase green products. The findings are discussed and the authors conclude by proposing possible avenues for future research.
References
Ahmad, N., Ghazali, N., Abdullah, M. F., Nordin, R., Najihah, I., Nasir, M., Amira, N., & Farid, M. (2020). Pemasaran Hijau dan Pengaruhnya terhadap Perilaku Pembelian Konsumen : Sebuah Analisis Empiris, 5(2).
Cantele, S., & Zardini, A. (2018). Is sustainability a competitive advantage for small businesses? An empirical analysis of possible mediators in the sustainability– financial performance relationship. Journal of Cleaner Production, 182, 166–176. https://doi.org/https://doi.org/10.1016/j.jclepro.2018.02.016
Chen, Y.-S., & Chang, C.-H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502 – 520. https://doi.org/10.1108/00251741211216250
Choi, S., & Ng, A. (2011). Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses. Journal of Business Ethics, 104(2), 269–282. https://doi.org/10.1007/s10551-011-0908-8
Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context. Business Strategy and the Environment, 30(4), 2061–2076. https://doi.org/10.1002/bse.2732
Hosta, M., & Zabkar, V. (2021). Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior. Journal of Business Ethics, 171(2), 273–293. https://doi.org/10.1007/s10551-019-04416-0
Hristov, I., Chirico, A., & Ranalli, F. (2022). Corporate strategies oriented towards sustainable governance: advantages, managerial practices and main challenges. Journal of Management and Governance, 26(1), 75–97. https://doi.org/10.1007/s10997-021-09581-x
Iqbal, A., Kazmi, S. Q., Anwar, A., Ramish, M. S., & Salam, A. (2023). Impact Of Green Marketing On Green Purchase Intention And Green Consumption Behavior : The Moderating Role Of Green Concern. Journal of Positive School Psychology, 7(2), 975–993. http://mail.journalppw.com/index.php/jpsp/article/view/15806
Karunarathna, A. K. P., Bandara, V. K., Silva, A. S. T., & De Mel, W. D. H. (2020). Impact of Green Marketing Mix on Customers’ Green Purchasing Intention with Special Reference to Sri Lankan Supermarkets. South Asian Journal of Marketing, 1(1), 127–153.
Khan, I. S., Ahmad, M. O., & Majava, J. (2021). Industry 4.0 and sustainable development: A systematic mapping of triple bottom line, Circular Economy and Sustainable Business Models perspectives. Journal of Cleaner Production, 297, 126655. https://doi.org/https://doi.org/10.1016/j.jclepro.2021.126655
Krisdayanti, K., & Widodo, A. (2022). Green marketing and purchase intention of green product: The role of environmental awareness. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 5(2), 205–216. https://doi.org/10.36407/jmsab.v5i2.588
Lestari, E. R., Putri, H. K., Anindita, C., & Laksmiari, M. B. (2020). The Effect of Green Product (Enviromental Friendly Drink), Green Advertising, and Environmental Concern to Green Trust and Implications on PurchaseIntention. Jurnal Teknologi Pertanian, 21(1), 1–10.
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28(33), 46020 – 46034. https://doi.org/10.1007/s11356-021-13946-y
Liu, H. Te, & Tsaur, R.-C. (2020). The theory of reasoned action applied to green smartphones: Moderating effect of government subsidies. Sustainability (Switzerland), 12(15). https://doi.org/10.3390/su12155979
Manongko, A. A. C. (2018). Green marketing (suatu perspektif marketing mix & theory of planned behavior). http://repository.unima.ac.id:8080/bitstream/123456789/221/1/Allen%20Manongko_Buku%20Publikasi%20ISBN_compressed.pdf
Melati, I. S., Mukhlis, I., & Wahyono, H. (2023). Perkembangan Pengajaran Ekonomi Sirkular dalam Bisnis: Analisis Bibliometrik ( 1994-2022 ). 19(April), 404–437.
Mohd Suki, N. (2018). Determinants of Consumers’ Purchase Intentions of Organic Vegetables: Some Insights from Malaysia. Journal of Food Products Marketing, 24(4), 392–412. https://doi.org/10.1080/10454446.2017.1280717
Mubarok, F. H. R., & Sholahuddin, M. (2023). Pengaruh Green Marketing Terhadap Minat Pembelian Ms Glow For Men di Surakarta Dengan Ewom Sebagai Variabel Mediasi. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(2), 461–473.
Naalchi Kashi, A. (2020). Green purchase intention: A conceptual model of factors influencing green purchase of Iranian consumers. Journal of Islamic Marketing, 11(6), 1389–1403. https://doi.org/10.1108/JIMA-06-2019-0120
Paul, J., Modi, A., & Patel, J. (2016a). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Paul, J., Modi, A., & Patel, J. (2016b). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Pertiwi, B. A. S., & Sulistyowati, R. (2021). Pengaruh Strategi Green Marketing Dan Social Media Marketing Terhadap Keputusan Pembelian Kaos Lokal Kerjodalu. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1376–1383. https://ejournal.unesa.ac.id/index.php/jptn/article/view/40332
Ramadhana, I. A. A., Hidayat, Z., & Irwanto, J. (2020). Kombinasi Green Marketing dan Green Product terhadap Keputusan Pembelian Tupperware (Studi Kasus pada Persit Kodim 0821 Lumajang). Journal of Organization and Business Management, 3(1), 42–47.
Román-Augusto, J. A., Garrido-Lecca-Vera, C., Lodeiros-Zubiria, M. L., & Mauricio- Andia, M. (2022). Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value. Sustainability (Switzerland), 14(17). https://doi.org/10.3390/su141710580
Shafiee, M. M., & Shahin, A. (2021). How can green marketing lead to customer trust and green intention? Evidences from the automobile industry. International Journal of Business Excellence, 25(1), 97 – 109. https://doi.org/10.1504/IJBEX.2021.118180
Wang, L., Li, W., & Qi, L. (2020). Stakeholder pressures and corporate environmental strategies: A meta-analysis. Sustainability (Switzerland), 12(3), 1–16. https://doi.org/10.3390/su12031172
Waris, I., & Ahmed, W. (2020). Empirical evaluation of the antecedents of energy- efficient home appliances: application of extended theory of planned behavior. Management of Environmental Quality: An International Journal, 31(4), 915 – 930. https://doi.org/10.1108/MEQ-01-2020-0001
Xiong, Y., & Fang, X. (2022). STUDY ON CORRELATIONS AMONG ENVIRONMENTAL KNOWLEDGE, PRICE FAIRNESS, AND PURCHASE INTENTION OF GREEN PRODUCT DESIGN. Journal of Environmental Protection and Ecology, 23(7), 3057–3063. https://www.scopus.com/inward/record.uri?eid=2-s2.0- 85147449910&partnerID=40&md5=703862a242c07ec9d7d5aadcdabd227f
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12(April), 1–15. https://doi.org/10.3389/fpsyg.2021.644020
Zupic, I., & Čater, T. (2014). Bibliometric Methods in Management and Organization. Organizational Research Methods, 18(3), 429–472. https://doi.org/10.1177/1094428114562629
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2024 Journal of Sustainability, Society, and Eco-Welfare
This work is licensed under a Creative Commons Attribution 4.0 International License.
