GREEN MARKETING: WHAT HAPPENED IN THE 23-YEAR PERIOD? WHAT CHANGED?

Abstract

Environmental sustainability, which has been the most important agenda topic in recent years, has become a frequently encountered concept in every process of human life, from international agreements to individual behaviours. As a result of this, while the number of the firms producing green products increase, parallely there has been demand from consumers for these products, too. For this reason, marketing strategies directed to green products that firms and consumers show intensive interest have become a much more spoken topic day by day. Academical studies about green marketing and sustainability that have become important not only for consumers and firms, but also for academicians have been searched as literature accumulation with the method of bibliometric analysis. This study has a characteristic to illuminate the following studies about green marketing. In this article, completed studies in the fields of green marketing and sustainability that take place in the Web of Science database have been examined by bibliometric analysis. As a result, determining the number of the studies according to the years, categories of the studies, countries that have the highest number of studies and the mostly used key words have provided a general look for the literature.