Green Marketing Bibliometrics Analysis with Visual Mapping Technique

Some environmental problems such as global warming, the effects of greenhouse gases, pollution and global climate change are directly related to agriculture and manufacturing industry. With the ever-increasing commercial activities, production is known to pollute the natural environment globally. Considering the fact that human needs are unlimited and resources are limited, it makes it necessary for organizations to use natural resources more effectively and efficiently in order to achieve their organizational goals.  Subjects such as less waste, reuse, remanufacturing or recycling, effective and efficient use of energy and natural resources, using less packaging materials and using materials that do not harm the environment, are the subjects that consumers frequently focus on. It forces businesses to change their goals, practices and strategies to address the increasing environmental concerns of individuals who approach environmental issues more consciously. In this context, ecological or environmentally friendly products come to the fore. Today's consumers are willing to pay a higher price for environmentally friendly products with environmental awareness. Today's consumers are willing to pay a higher price for environmentally friendly products by acting with environmental awareness. Creating awareness and carrying out activities on environmental issues in individuals, adopting environmentally friendly products and legal regulations can significantly reduce environmental degradation. The green consumer movement represents people's responsibility for the ecosystem and has evolved as a growing marketing strategy. The aim of this study is to examine the main subject areas, productive and influential countries, journals, authors and international study collaborations of the articles published on green marketing in the Web of Sciences (WoS) database between 2000-2023. Green marketing studies were evaluated with the VOSviewer 1.6.19 application, which has network, layer and density visualization features. According to the results of the research, it is seen that the most studies were carried out as articles and the most articles were published by the "Sustainability" journal. In the subject analysis based on keywords, it is seen that subjects such as green marketing, sustainability, consumption, behavior, impact, performance, attitude, green, product, management, sustainable marketing, consumers and antecedents are examined. The countries that focus the most on green marketing are the United States, China, India, England and Australia respectively. Influential authors in the field are Chen, yu-shan, Kumar, Prsahant, Kim Kyung Hoon, D'souza, Clare, Leonidou, Leonidas, Leonidou, constantinos and Sun yang.