Yeşil Pazarlamanın Bilimsel Haritaların Görselleştirilmesi Tekniğiyle Bibliyometrik Analizi

Öz

Elde edilen veriler doğrultusunda yeşil pazarlama ile ilgili çalışmalara son yıllarda ilginin tekrar arttığı görülmektedir. Benzer şekilde çevre dostu ürünler ve doğa konusunda hassas olan araştırmacılara ışık tutmak için yeşil pazarlama ile ilgili detaylı verilerin topluca sunulması ve sistematik bir alt yapı oluşturulması amaçlanmaktadır. Çalışmada yeşil pazarlamaya ilişkin verilere ulaşmak için “Web of Science”den yararlanılmıştır. Ulaşılan 749 adet çalışmadan 485 adet makale analize dâhil edilmiş ve VOSviewer bilimsel haritalama tekniği ile görselleştirilmiştir. 1991-2020 yılları arasında yeşil pazarlama konusunda en çok makaleye sahip olan; (1) ülke Amerika iken (2) kurum Natl Taipei Üniversitesi (3) dergi Sustainability (4) yazar Yu-Shan Chen ve (5) en çok yeşil pazarlama ile kullanılan anahtar kelime de “Sürdürülebilirlik”tir. 

Anahtar Kelimeler

• : Yeşil Pazarlama,
• Bibliyometrik Analiz,
• Bilimsel Haritaların Görselleştirilmesi,
• Web of Science,
• VOSviewer,

Bibliometric Analysis of Green Marketing By Visualizing Scientific Maps

Öz

In line with the data obtained, it is observed that interest in green marketing studies has increased in recent years. Similarly, in order to shed light on researchers who are sensitive about environmentally friendly products and nature, it is aimed to present detailed data on green marketing and create a systematic infrastructure. In the study, "Web of Science" was used to access the data regarding green marketing. 485 articles from 749 studies reached were included in the analysis and visualized with the VOSviewer scientific mapping technique. Having the most articles on green marketing between 1991-2020; While (1) the country is America, (2) the institution is Natl Taipei University (3) journal Sustainability (4) author Yu-Shan Chen and (5) the keyword used mostly with green marketing is “Sustainability”.

Anahtar Kelimeler

• Web of Science
• Green Marketing,
• Bibliometric Analyses,
• Visualizing Scientific Landscapes,
• Web of Science,
• VOSviewer,

Kaynakça

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