“A Decade of Sustainable Marketing: A Bibliometric review of Key Concepts and Influences"

Abstract

Introduction: During the past decade, sustainable marketing has reached the core of corporate responsibility, behaviour and environmental stewardship. In fact, there is a great amount of academic research focused on this subject, indeed, as the importance of brand on sustainability and market through a brand and green marketing are more and more required.

Objectives: The purpose of this study is to produce a holistic literature review across sustainable marketing research over the past decade. The study analyses key contribution, emerging themes and influential work in sustainable marketing as a research domain in order to achieve this.

Methods: According to this study, Scopus is the main database that the bibliometric review is based on, because it covers extensive amount of high quality, peer reviewed literature in different disciplines. This review utilised the tools like, evaluation of Citation networks, co-authorship patterns and subject advancement conducted using VOSviewer and Bibliometrix R software.

Results: This article offers a bird’s eye view of the evolution of sustainable marketing research within the period of 2006 till February 2025, developing the bibliometric study for sharing the key trends, dominant thematic areas and influential authors in the research. The results show how academic interest in the sustainability driven marketing strategy is going to grow and how environmental, social and ethical parameters are becoming relevant for businesses. Intellectual structures of sustainable marketing practice are mapped into a whole that is characterized by interdisciplinary nature, and has strong linkages with corporate social responsibility, green consumer behavior, and digital transformation. Additionally, the study ranks leading journals and prolific scholars working on sustainable marketing that serves as a confirmation that the sustainable marketing is now a consolidated research domain. 

Conclusions: This research theoretically contributes to an understanding of sustainable marketing through integration of triple bottom line sustainability with stakeholder theory and a consumer behaviour model to explain how companies create long term value. The research showed actually how marketers and policymakers can design more effective actions for brand loyalty and improve the corporate image that are sustainability driven.