Emerald Horizons: A Bibliometric Analysis of Green Marketing's Evolutionary Trajectory

Researchers' interest in green marketing is growing as a result of the movement in enterprise and consumer behavior toward environmental sustainability. By analyzing the diverse national and international scientific papers in the relevant field, an attempt has been made to detect current patterns in its progress and to assess future research potential in this area. This research provides a bibliometric analysis of the green marketing literature from 1990 to 2022. The bibliometric package in R software and VOS viewer was used to analyze the data. Scopus database containing 1,240 documents from 1990 to 2022 was used. The outcomes provide a structured picture and highlight that there is lots of room for more integrative research on green marketing because green marketing is a long-lasting economic trend, and it is indeed critical to look at further aspects of it.