{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,18]],"date-time":"2026-07-18T09:56:20Z","timestamp":1784368580111,"version":"3.55.0"},"reference-count":49,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2021,1,8]],"date-time":"2021-01-08T00:00:00Z","timestamp":1610064000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Publications"],"abstract":"<jats:p>The scientific community\u2019s growing interest in green marketing research can be traced through the abundance of published literature on the topic. However, there is still a lack of a comprehensive and systematic research focusing on the evolution of this field. The main objective of this paper was to consolidate the state-of-the-art research on green marketing through a bibliometric study of articles published from 1977 to 2020, and to analyze and present the results from the perspective of growing trends in the field; productive and influential countries, institutions, authors, articles, and research journals; keywords; authorship patterns; and international collaborations. The study results indicate a gradual increase in green marketing research from 1977 to 2020, more so in the last five years. A total of 1025 scholarly documents were published in 634 journals during this period and listed in the Web of Science (WOS). The top 10 most productive countries were then analyzed. A great number of institutions from both developing countries (in terms of article count) and developed countries (in terms of citation scores), were compared. Finally, based on keywords and a three-factor analysis, it was concluded that green marketing, sustainability, sustainable development, environment marketing and sustainable marketing have attracted extensive attention during the past decade as keywords.<\/jats:p>","DOI":"10.3390\/publications9010001","type":"journal-article","created":{"date-parts":[[2021,1,10]],"date-time":"2021-01-10T23:03:42Z","timestamp":1610319822000},"page":"1","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":91,"title":["Bibliometric Analysis of Green Marketing Research from 1977 to 2020"],"prefix":"10.3390","volume":"9","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8022-2911","authenticated-orcid":false,"given":"Farida","family":"Saleem","sequence":"first","affiliation":[{"name":"Department of Management, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8679-8863","authenticated-orcid":false,"given":"Amira","family":"Khattak","sequence":"additional","affiliation":[{"name":"Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8169-0132","authenticated-orcid":false,"given":"Shafiq","family":"Ur Rehman","sequence":"additional","affiliation":[{"name":"Deanship of Library Affairs, Imam Abdulrahman Bin Faisal University, Dammam 31441, Saudi Arabia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3926-0673","authenticated-orcid":false,"given":"Murtaza","family":"Ashiq","sequence":"additional","affiliation":[{"name":"Library and Information Science, Islamabad Model College for Boys, H-9, Islamabad 44000, Pakistan"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2021,1,8]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"29","DOI":"10.1108\/08858629510096201","article-title":"A stakeholder theory approach to designing environmental marketing strategy","volume":"10","author":"Polonsky","year":"1995","journal-title":"J. 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