Sustainable Marketing Map: An Analysis on Academic Studies

Year 2024, , 1 - 32, 30.06.2024

Mehmet Gökerik

https://doi.org/10.7596/jebm.30062024.001

Abstract

This study examines the position and development of the sustainable marketing concept in the academic literature through a bibliometric approach. The analysis conducted on 327 articles obtained from the Web of Science database was carried out using the "bibliometrix" package in R software. The research emphasizes that sustainable marketing is an approach that considers environmental, social, and economic impacts, aiming for businesses to focus on long-term consumer and societal benefits. The findings indicate an increasing academic interest in sustainable marketing, with a significant rise in publications and international collaborations over the years. Furthermore, the expanding scope and academic trends of sustainable marketing literature offer strategies for businesses and consumers to work together towards a sustainable future. This bibliometric analysis aims to contribute to expanding the scope of scientific studies in the field of sustainable marketing by providing a comprehensive analysis of academic publications in this area. Thus, it seeks to present new perspectives for developing sustainable marketing practices at both theoretical and practical levels.

Keywords

Sustainable Marketing, Bibliometric Analysis, Green Marketing, Environmental Sustainability

Sürdürülebilir Pazarlamanın Haritası: Akademik Çalışmalar Üzerine Bir Analiz

Abstract

Bu çalışma, sürdürülebilir pazarlama kavramının akademik literatürdeki yerini ve gelişimini bibliyometrik bir yaklaşımla incelemektedir. Web of Science veri tabanından elde edilen 327 makale, R yazılımının "bibliometrix" paketi kullanılarak analiz edilmiştir. Araştırma, sürdürülebilir pazarlamanın çevresel, sosyal ve ekonomik etkilerini dikkate alarak işletmelerin uzun vadeli tüketici ve toplum yararını gözetmeyi hedefleyen bir yaklaşım olduğunu vurgulamaktadır. Bulgular, sürdürülebilir pazarlamanın akademik ilgi çekiciliğinin arttığını ve yayınların yanı sıra uluslararası iş birliklerinin de yıllar içinde önemli ölçüde arttığını göstermektedir. Ayrıca, sürdürülebilir pazarlama literatürünün genişleyen kapsamı ve akademik trendler, işletmelere ve tüketicilere sürdürülebilir bir gelecek için birlikte çalışma stratejileri sunmaktadır. Bu bibliyometrik analiz, sürdürülebilir pazarlama alanındaki akademik yayınların kapsamlı bir analizini sunarak bu alandaki bilimsel çalışmaların kapsamının genişletilmesine katkıda bulunmayı amaçlamaktadır. Bu şekilde, hem teorik hem de pratik düzeyde sürdürülebilir pazarlama uygulamalarının gelişimine yönelik yeni perspektifler sunulması hedeflenmiştir.

Keywords

Sürdürülebilir Pazarlama, Bibliyometrik Analiz, Yeşil Pazarlama, Çevresel Sürdürülebilirlik

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