A Scientometric Analysis of Research Productivity and Collaboration Patterns of Green Marketing Literature

Objectives: The evaluation of the study is a scientometric analysis of research productivity and collaboration patterns of green marketing literature indexed in the core collection of the web of science for a period of 16 years (2006-2021). Methodology: Green marketing is a focused topic of research across national and international levels. To analyse the research productivity in the field, the term green marketing, environmental marketing, ecological marketing, etc. were used for retrieving the articles in advanced search mode of the database Web of science, a core collection covering the period from 2006-2021. The data retrieved were in plain text format for further analysis and interpretation. The data were analyzed by using the Scientometrics indicator to measure the research progress such as main information about the collection, document types, prolific author h-index and g-index, three field plots and country collaboration map. Besides, the Biblioshiny and Microsoft Excel software was used for mapping networks and tabulations. Results: To analyze, the green marketing research output increased trend during 2006-2021, and a total number of (7181) articles were taken from the database. The researcher’s output was in the form of journal articles (6300) followed by reviews (561); article proceedings paper (158), and so on. The top position in the journal of cleaner production with the g-index is (135) and the h-index is (86), then energy policy (99) and (62) on the h-index the last position of the journal index of green marketing in Environmental and Resource Economics the top position of the citation per paper value of 262.07, followed by the second position of citation per paper Chen Y. S value of (181.64). The top three authors, Dangelico RM., Sarkis J., Chen YS., and five subs-area, green marketing, China, environmental sustainability, sustainability, and sustainable development, had a strong relationship with green marketing itself. Furthermore, these authors preferred to publish in three sources, journal of cleaner production, sustainability, business strategy and the environment, international journal of production economics. The top five subject areas, sustainability, green marketing, sustainability development, and renewable energy, had a relationship with five sources, the Journal of cleaner production, sustainability, energy policy, renewable and sustainable energy reviews, business strategies and the environment. Furthermore, these subject areas had a strong relationship with the top two most productive countries USA and China. From China to USA collaboration with (142) frequency and followed by China from Australia collaboration with (57) frequency. Conclusion: This present study is about the scientometric analysis of research productivity and collaboration patterns of green marketing literature based on current literature and will highlight the progress and development of global research in the green marketing field.