A BIBLIOMETRIC PERSPECTIVE ON GREEN PRODUCT PROMOTION: MAPPING RESEARCH TRENDS AND KNOWLEDGE EVOLUTION
Abstract
In today’s times, when sustainability is increasingly influencing customers’ expectations, promotion of green products is emerging as a substantial strategy for aligning consumer demands with corporate responsibility. As a result, an increasing number of researchers are interested in publishing on this increasingly relevant subject. In the present paper, a bibliometric analysis is conducted on publications extracted from the Web of Science Core Collection, which focus on green products promotion. The main purpose is to map, visualize, and interpret the conceptual framework of contemporary literature by keyword co-occurrence analysis using VOSviewer. As per the results, 6 clusters were identified, in which 69 unique items appeared minimum 9 times across the selected records. The study also highlights recent publishing trends such as the numbers of publications on a yearly basis, the most dominating research areas as well as the countries/regions that contributed the most to the existing literature between the period of 2020 and 2025.
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