Sustainable Marketing: Insights on Current and Future Research Directions-A Bibliometric Analysis

Abstract

This study analyzes the existing research on sustainable marketing in the areas of commerce, management, tourism, and services. 431 articles were retrieved from the Dimensions AI database by applying the inclusion and exclusion criteria of the PRISMA model. Bibliometric tools, including R-Bibliometrix Biblioshiny and VOSviewer, were employed to examine publication trends, influential contributors, current themes, and future directions in the field. The analysis reveals a significant increase in publications post-2018. “Towards Sustainability: The Third Age of Green Marketing” emerges as the most cited work, and Kim K H is found to be an influential author. Evolving themes such as “Institutionalization” and “Macromarketing” offer great opportunities for future research studies. This study also provides valuable scope for policymakers to make strategic decisions in business for sustainable marketing.