Mapping Sustainable Marketing Using Bibliometric Analysis
DOI:
https://doi.org/10.58905/apollo.v2i2.299Keywords:
Mapping, Marketing, Bibliometric, Collaboration, SustainableAbstract
Research on sustainable marketing is mapped using bibliometric analysis, which offers a thorough picture of the field's current condition and future directions. By means of bibliometric analysis using VosViewer and the collection of 1.385 articles, the study indicates a noteworthy increase in publications and citations concerning the subject matter during the last ten years. Several important clusters actively studying Sustainable Marketing, including sustainable consumer behavior, sustainability orientation, consumption patterns, market segmentation, and stakeholder roles, were found through analysis of author collaboration patterns. "Sustainable marketing research" is the core research area, and the bibliometric network visualization displays the essential terms and relationships between concepts. Though less thoroughly, subjects including customer capital, sustainable management, sustainable business, and digital marketing were also covered. This article's bibliometric analysis reveals some intriguing mapping findings. Collaboration in research articles is revealed by the author's analysis. The report also presents the findings from studies on sustainable consumer behavior. The study method on consumer sustainability challenges, including customer capital, spending, and behavior, is outlined by the bibliometric analysis. Bibliometric analysis, thus, offers a mapping of sustainability research, particularly in terms of offering significant insights on specific sustainability challenges like consumer difficulties.
References
A. Jamwal, R. Agrawal, M. Sharma, V. Kumar, and S. Kumar, “Developing A sustainability framework for Industry 4.0,” Procedia CIRP, vol. 98, pp. 430–435, 2021, doi: 10.1016/j.procir.2021.01.129.
M. Puma-Flores and I. M. Rosa-Díaz, “Promoting sustainable agri-food systems through sustainability and responsible marketing: The case of peruvian companies at international trade shows,” J Clean Prod, vol. 448, p. 141568, Apr. 2024, doi: 10.1016/j.jclepro.2024.141568.
M. E. Al-Shaikh and J. R. Hanaysha, “A conceptual review on entrepreneurial marketing and business sustainability in small and medium enterprises,” World Development Sustainability, vol. 2, p. 100039, Jun. 2023, doi: 10.1016/j.wds.2022.100039.
V. Kumar, Z. Rahman, A. A. Kazmi, and P. Goyal, “Evolution of Sustainability as Marketing Strategy: Beginning of New Era,” Procedia Soc Behav Sci, vol. 37, pp. 482–489, 2012, doi: 10.1016/j.sbspro.2012.03.313.
J. Kinnunen, M. Saunila, J. Ukko, and H. Rantanen, “Strategic sustainability in the construction industry: Impacts on sustainability performance and brand,” J Clean Prod, vol. 368, p. 133063, Sep. 2022, doi: 10.1016/j.jclepro.2022.133063.
O. José de Oliveira, F. Francisco da Silva, F. Juliani, L. César Ferreira Motta Barbosa, and T. Vieira Nunhes, “Bibliometric Method for Mapping the State-of-the-Art and Identifying Research Gaps and Trends in Literature: An Essential Instrument to Support the Development of Scientific Projects,” in Scientometrics Recent Advances, IntechOpen, 2019. doi: 10.5772/intechopen.85856.
M. Kıllı and İ. Kefe, “Bibliometric network mapping of farm accounting studies using a comprehensive dataset,” Data Brief, vol. 54, p. 110288, Jun. 2024, doi: 10.1016/j.dib.2024.110288.
X. Zhang, S. A. Panatik, and N. Zhang, “Employee green behavior: Bibliometric-content analysis,” Heliyon, vol. 10, no. 10, p. e31045, May 2024, doi: 10.1016/j.heliyon.2024.e31045.
C. M. J. Lee, N. Che-Ha, and S. F. Syed Alwi, “Service customer orientation and social sustainability: The case of small medium enterprises,” J Bus Res, vol. 122, pp. 751–760, Jan. 2021, doi: 10.1016/j.jbusres.2019.12.048.
B. Frank, “Artificial intelligence-enabled environmental sustainability of products: Marketing benefits and their variation by consumer, location, and product types,” J Clean Prod, vol. 285, p. 125242, Feb. 2021, doi: 10.1016/j.jclepro.2020.125242.
H. Weber, D. D. Loschelder, D. J. Lang, and A. Wiek, “Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study,” Journal of Marketing Management, vol. 37, no. 11–12, pp. 1148–1168, Jul. 2021, doi: 10.1080/0267257X.2021.1897650.
J. Jung, S. J. Kim, and K. H. Kim, “Sustainable marketing activities of traditional fashion market and brand loyalty,” J Bus Res, vol. 120, pp. 294–301, Nov. 2020, doi: 10.1016/j.jbusres.2020.04.019.
J. J. Mohr, L. L. Price, and A. Rindfleisch, “Marketing’s Quest for Environmental Sustainability: Persistent Challenges and New Perspectives,” in Marketing in and for a Sustainable Society, vol. 13, in Review of Marketing Research, vol. 13. , Emerald Group Publishing Limited, 2016, pp. 29–59. doi: 10.1108/S1548-643520160000013010.
M. Taherdangkoo, B. Mona, and K. Ghasemi, “The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy,” Spanish Journal of Marketing - ESIC, vol. 23, no. 1, pp. 3–24, Jan. 2019, doi: 10.1108/SJME-02-2018-0005.
M. G. Confetto and C. Covucci, “‘Sustainability-contents SEO’: a semantic algorithm to improve the quality rating of sustainability web contents,” The TQM Journal, vol. 33, no. 7, pp. 295–317, Jan. 2021, doi: 10.1108/TQM-05-2021-0125.
A. Cerne and U. Elg, “When Institutional Logics Collide: How International Firms Navigate Sustainability Values in Global Markets,” in Creating a Sustainable Competitive Position: Ethical Challenges for International Firms, vol. 37, P. N. Ghauri, U. Elg, and S. M. Hånell, Eds., in International Business and Management, vol. 37. , Emerald Publishing Limited, 2023, pp. 153–175. doi: 10.1108/S1876-066X20230000037009.
F. Calza, A. Sorrentino, and I. Tutore, “Managing environmental sustainability in customer experience processes: A multi-stakeholder analysis within the food delivery ecosystem,” Business Process Management Journal, vol. 29, no. 8, pp. 210–229, Jan. 2023, doi: 10.1108/BPMJ-04-2023-0308.
M. G. Confetto and C. Covucci, “A taxonomy of sustainability topics: a guide to set the corporate sustainability content on the web,” The TQM Journal, vol. 33, no. 7, pp. 106–130, Jan. 2021, doi: 10.1108/TQM-06-2020-0134.
R. R. Cayolla, M. Escadas, R. Biscaia, T. Kellison, J. A. Quintela, and T. Santos, “Fans’ perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits,” International Journal of Sports Marketing and Sponsorship, vol. 24, no. 2, pp. 395–421, Apr. 2023, doi: 10.1108/IJSMS-07-2022-0141.
P. T. M. Ingenbleek and C. Krampe, “Sustainability in the supply chain – understanding suppliers’ resource allocation for sustainability issues,” Supply Chain Management: An International Journal, vol. 28, no. 7, pp. 28–42, Jan. 2023, doi: 10.1108/SCM-08-2022-0305.
R. Lozano and M. Barreiro-Gen, “Embedding Sustainability in Small and Medium-Size Enterprises: Experiences From Sweden,” IEEE Engineering Management Review, vol. 50, no. 1, pp. 211–219, Mar. 2022, doi: 10.1109/EMR.2021.3130107.
S. Norris, “A Matter of Framing: Analyzing Value Communication in Sustainable Business Models,” Organ Environ, vol. 36, no. 4, pp. 503–528, Dec. 2023, doi: 10.1177/10860266231178795.
J. Dermody, N. Koenig-Lewis, A. L. Zhao, and S. Hanmer-Lloyd, “Critiquing a Utopian Idea of Sustainable Consumption: A Post-Capitalism Perspective,” Journal of Macromarketing, vol. 41, no. 4, pp. 626–645, Dec. 2021, doi: 10.1177/0276146720979148.
B. Tjahjadi, N. Soewarno, D. N. Anwar, and A. Fairuzi, “Effect of Human Capital and Information Capital Readiness on Business Sustainability: Do Market Orientation and Business Performance Matter?,” Sage Open, vol. 14, no. 1, Jan. 2024, doi: 10.1177/21582440231221320.
W. Gleißner, T. Günther, and C. Walkshäusl, “Financial sustainability: measurement and empirical evidence,” Journal of Business Economics, vol. 92, no. 3, pp. 467–516, Apr. 2022, doi: 10.1007/s11573-022-01081-0.
U. Sivarajah, Z. Irani, S. Gupta, and K. Mahroof, “Role of big data and social media analytics for business to business sustainability: A participatory web context,” Industrial Marketing Management, vol. 86, pp. 163–179, Apr. 2020, doi: 10.1016/j.indmarman.2019.04.005.
S. Ates, “Membership of sustainability index in an emerging market: Implications for sustainability,” J Clean Prod, vol. 250, p. 119465, Mar. 2020, doi: 10.1016/j.jclepro.2019.119465.
R. Rocca, F. Acerbi, L. Fumagalli, and M. Taisch, “Sustainability paradigm in the cosmetics industry: State of the art,” Cleaner Waste Systems, vol. 3, p. 100057, Dec. 2022, doi: 10.1016/j.clwas.2022.100057.
M. Prell, M. T. Zanini, F. Caldieraro, and C. Migueles, “Sustainability certifications and product preference,” Marketing Intelligence & Planning, vol. 38, no. 7, pp. 893–906, Apr. 2020, doi: 10.1108/MIP-12-2019-0616.
L. Whittaker, R. Mulcahy, and R. Russell-Bennett, “‘Go with the flow’ for gamification and sustainability marketing,” Int J Inf Manage, vol. 61, p. 102305, Dec. 2021, doi: 10.1016/j.ijinfomgt.2020.102305.
E. Olesson, S. Nenonen, and J. Newth, “Enablers and Barriers: The Conflicting Role of Institutional Logics in Business Model Change for Sustainability,” Organ Environ, vol. 36, no. 2, pp. 228–252, Jun. 2023, doi: 10.1177/10860266231155210.
B. Tjahjadi, N. Soewarno, D. N. Anwar, and A. Fairuzi, “Effect of Human Capital and Information Capital Readiness on Business Sustainability: Do Market Orientation and Business Performance Matter?,” Sage Open, vol. 14, no. 1, Jan. 2024, doi: 10.1177/21582440231221320.
E. Andersson, “Public pedagogy and leadership in sports organisations: Futebol dá força for sustainability?,” European Educational Research Journal, vol. 21, no. 3, pp. 450–468, May 2022, doi: 10.1177/14749041211053721.
U. Elg and P. N. Ghauri, “Towards a Global Sustainability Approach: Challenges and Opportunities for Multinationals,” in Creating a Sustainable Competitive Position: Ethical Challenges for International Firms, vol. 37, P. N. Ghauri, U. Elg, and S. M. Hånell, Eds., in International Business and Management, vol. 37. , Emerald Publishing Limited, 2023, pp. 11–31. doi: 10.1108/S1876-066X20230000037002.
K. Alinda, S. Tumwine, and T. K. Kaawaase, “Environmental innovations and sustainability practices of manufacturing firms in Uganda,” Asia Pacific Journal of Innovation and Entrepreneurship, vol. 18, no. 2, pp. 102–130, Jan. 2024, doi: 10.1108/APJIE-08-2023-0164.
M. Wiścicka-Fernando, “Sustainability Marketing Tools in Small and Medium Enterprises,” in The Sustainable Marketing Concept in European SMEs, Emerald Publishing Limited, 2018, pp. 81–117. doi: 10.1108/978-1-78754-038-520180005.
E. Rudawska, “From Sustainable Market Orientation to Sustainability Marketing,” in The Sustainable Marketing Concept in European SMEs, Emerald Publishing Limited, 2018, pp. 53–79. doi: 10.1108/978-1-78754-038-520180004.
J. Robertson, E. Botha, C. Ferreira, and L. Pitt, “How deep is your love? The brand love-loyalty matrix in consumer-brand relationships,” J Bus Res, vol. 149, pp. 651–662, Oct. 2022, doi: 10.1016/j.jbusres.2022.05.058.
A. Aggarwal Sharma, V. R. Rao, and S. Popli, “Measuring consumer-based brand equity for Indian business schools,” Journal of Marketing for Higher Education, vol. 23, no. 2, pp. 175–203, Jul. 2013, doi: 10.1080/08841241.2013.866609.
Y. K. Dwivedi et al., “Setting the future of digital and social media marketing research: Perspectives and research propositions,” Int J Inf Manage, vol. 59, p. 102168, Aug. 2021, doi: 10.1016/j.ijinfomgt.2020.102168.
L. Simão and A. Lisboa, “Green Marketing and Green Brand – The Toyota Case,” Procedia Manuf, vol. 12, pp. 183–194, 2017, doi: 10.1016/j.promfg.2017.08.023.
P. K. Robinson and L. Hsieh, “Reshoring: a strategic renewal of luxury clothing supply chains,” Operations Management Research, vol. 9, no. 3–4, pp. 89–101, Dec. 2016, doi: 10.1007/s12063-016-0116-x.
M. Geissdoerfer, D. Vladimirova, and S. Evans, “Sustainable business model innovation: A review,” J Clean Prod, vol. 198, pp. 401–416, Oct. 2018, doi: 10.1016/j.jclepro.2018.06.240.
I. A. Davies and B. Doherty, “Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect,” Journal of Business Ethics, vol. 157, no. 4, pp. 1043–1066, Jul. 2019, doi: 10.1007/s10551-018-3960-9.
D. J. Teece, “Business models and dynamic capabilities,” Long Range Plann, vol. 51, no. 1, pp. 40–49, Feb. 2018, doi: 10.1016/j.lrp.2017.06.007.
X. Xu and D. Gursoy, “A Conceptual Framework of Sustainable Hospitality Supply Chain Management,” Journal of Hospitality Marketing & Management, vol. 24, no. 3, pp. 229–259, Apr. 2015, doi: 10.1080/19368623.2014.909691.
P. Thaichon, G. Liyanaarachchi, S. Quach, S. Weaven, and Y. Bu, “Online relationship marketing: evolution and theoretical insights into online relationship marketing,” Marketing Intelligence & Planning, vol. 38, no. 6, pp. 676–698, Aug. 2020, doi: 10.1108/MIP-04-2019-0232.
M. Saeed and I. Binti Abdul Ghani Azmi, “The nexus between customer equity and brand switching behaviour of millennial Muslim consumers,” South Asian Journal of Business Studies, vol. 8, no. 1, pp. 62–80, Mar. 2019, doi: 10.1108/SAJBS-04-2018-0046.
H. Liu, K. H. Kim, Y. K. Choi, S. J. Kim, and S. Peng, “Sports sponsorship effects on customer equity: an Asian market application,” Int J Advert, vol. 34, no. 2, pp. 307–326, Mar. 2015, doi: 10.1080/02650487.2014.994801.
H. Cho and W. Chiu, “Sport nostalgia builds customer equity and future behavior,” Marketing Intelligence & Planning, vol. 39, no. 2, pp. 315–328, Aug. 2020, doi: 10.1108/MIP-03-2020-0106.
F. Wang, X. Li, and M. Chen, “Effects of product imitation on customer equity,” Marketing Intelligence & Planning, vol. 38, no. 5, pp. 653–669, Mar. 2020, doi: 10.1108/MIP-07-2019-0408.
F. Kaske, M. Kugler, and S. Smolnik, “Return on Investment in Social Media--Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations,” in 2012 45th Hawaii International Conference on System Sciences, 2012, pp. 3898–3907. doi: 10.1109/HICSS.2012.504.
R. Passavanti, E. Pantano, C. V. Priporas, and S. Verteramo, “The use of new technologies for corporate marketing communication in luxury retailing,” Qualitative Market Research: An International Journal, vol. 23, no. 3, pp. 503–521, Jan. 2020, doi: 10.1108/QMR-11-2017-0144.
A. C. Bertassini, L. G. Zanon, J. G. Azarias, M. C. Gerolamo, and A. R. Ometto, “Circular Business Ecosystem Innovation: A guide for mapping stakeholders, capturing values, and finding new opportunities,” Sustain Prod Consum, vol. 27, pp. 436–448, Jul. 2021, doi: 10.1016/j.spc.2020.12.004.
D. Kolbe, H. Calderón, and M. Frasquet, “Multichannel integration through innovation capability in manufacturing SMEs and its impact on performance,” Journal of Business & Industrial Marketing, vol. 37, no. 1, pp. 115–127, Jan. 2022, doi: 10.1108/JBIM-04-2020-0204.
T. Cadden, J. Weerawardena, G. Cao, Y. Duan, and R. McIvor, “Examining the role of big data and marketing analytics in SMEs innovation and competitive advantage: A knowledge integration perspective,” J Bus Res, vol. 168, p. 114225, Nov. 2023, doi: 10.1016/j.jbusres.2023.114225.
J.-S. Lim, W. K. Darley, and D. Marion, “Market orientation, innovation commercialization capability and firm performance relationships: the moderating role of supply chain influence,” Journal of Business & Industrial Marketing, vol. 32, no. 7, pp. 913–924, Aug. 2017, doi: 10.1108/JBIM-10-2016-0238.
T. D. Nguyen and T. T. M. Nguyen, “The WTO, marketing and innovativeness capabilities of Vietnamese firms,” Management Research Review, vol. 34, no. 6, pp. 712–726, May 2011, doi: 10.1108/01409171111136239.
Y. Kim and S. Zailani, “Pull and push factors of Koreans’ sustainable consumption behaviours from plant-based meat products,” Environmental Challenges, vol. 15, p. 100886, Apr. 2024, doi: 10.1016/j.envc.2024.100886.
J. Koch, S.-O. Gerdt, and G. Schewe, “Determinants of sustainable behavior of firms and the consequences for customer satisfaction in hospitality,” Int J Hosp Manag, vol. 89, p. 102515, Aug. 2020, doi: 10.1016/j.ijhm.2020.102515.
R. D. Raut, S. K. Mangla, V. S. Narwane, B. B. Gardas, P. Priyadarshinee, and B. E. Narkhede, “Linking big data analytics and operational sustainability practices for sustainable business management,” J Clean Prod, vol. 224, pp. 10–24, Jul. 2019, doi: 10.1016/j.jclepro.2019.03.181.
J. Cha, S. J. Kim, and R. F. Cichy, “Adoption of sustainable business practices in the private club industry from GMs and COOs’ perspectives,” Int J Hosp Manag, vol. 68, pp. 1–11, Jan. 2018, doi: 10.1016/j.ijhm.2017.08.014.
M. A.O. Dos Santos, G. Svensson, and C. Padin, “Implementation, monitoring and evaluation of sustainable business practices: framework and empirical illustration,” Corporate Governance, vol. 14, no. 4, pp. 515–530, Jul. 2014, doi: 10.1108/CG-02-2013-0022.
H. Han, Sustainable Consumer Behaviour and the Environment. London: Routledge, 2021. doi: 10.4324/9781003256274.
P. Hartmann, V. Apaolaza, and C. D’Souza, “The role of psychological empowerment in climate-protective consumer behaviour,” Eur J Mark, vol. 52, no. 1/2, pp. 392–417, Feb. 2018, doi: 10.1108/EJM-01-2017-0080.
C. Hübscher, S. Hensel-Börner, and J. Henseler, “Social marketing and higher education: partnering to achieve sustainable development goals,” J Soc Mark, vol. 12, no. 1, pp. 76–104, Jan. 2022, doi: 10.1108/JSOCM-10-2020-0214.
S. Wang, J. Abbas, M. S. Sial, S. Álvarez-Otero, and L.-I. Cioca, “Achieving green innovation and sustainable development goals through green knowledge management: Moderating role of organizational green culture,” Journal of Innovation & Knowledge, vol. 7, no. 4, p. 100272, Oct. 2022, doi: 10.1016/j.jik.2022.100272.
J. Bebbington and J. Unerman, “Achieving the United Nations Sustainable Development Goals,” Accounting, Auditing & Accountability Journal, vol. 31, no. 1, pp. 2–24, Jan. 2018, doi: 10.1108/AAAJ-05-2017-2929.
A. Kuckertz and M. Wagner, “The influence of sustainability orientation on entrepreneurial intentions — Investigating the role of business experience,” J Bus Ventur, vol. 25, no. 5, pp. 524–539, Sep. 2010, doi: 10.1016/j.jbusvent.2009.09.001.
B. Cohen and M. I. Winn, “Market imperfections, opportunity and sustainable entrepreneurship,” J Bus Ventur, vol. 22, no. 1, pp. 29–49, Jan. 2007, doi: 10.1016/j.jbusvent.2004.12.001.
S. Gold, R. Hahn, and S. Seuring, “Sustainable supply chain management in ‘Base of the Pyramid’ food projects—A path to triple bottom line approaches for multinationals?,” International Business Review, vol. 22, no. 5, pp. 784–799, Oct. 2013, doi: 10.1016/j.ibusrev.2012.12.006.
M. Varsei, C. Soosay, B. Fahimnia, and J. Sarkis, “Framing sustainability performance of supply chains with multidimensional indicators,” Supply Chain Management: An International Journal, vol. 19, no. 3, pp. 242–257, May 2014, doi: 10.1108/SCM-12-2013-0436.
J. H. Grimm, J. S. Hofstetter, and J. Sarkis, “Critical factors for sub-supplier management: A sustainable food supply chains perspective,” Int J Prod Econ, vol. 152, pp. 159–173, Jun. 2014, doi: 10.1016/j.ijpe.2013.12.011.
K. Govindan, “Sustainable consumption and production in the food supply chain: A conceptual framework,” Int J Prod Econ, vol. 195, pp. 419–431, Jan. 2018, doi: 10.1016/j.ijpe.2017.03.003.
J. A. Kemper and P. W. Ballantine, “What do we mean by sustainability marketing?,” Journal of Marketing Management, vol. 35, no. 3–4, pp. 277–309, Feb. 2019, doi: 10.1080/0267257X.2019.1573845.
D. B. Olazo, “Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis,” Asia Pacific Journal of Marketing and Logistics, vol. 35, no. 4, pp. 890–907, Apr. 2023, doi: 10.1108/APJML-01-2022-0050.
W. Sun and Y. Ding, “Corporate social responsibility and cash flow volatility: The curvilinear moderation of marketing capability,” J Bus Res, vol. 116, pp. 48–59, Aug. 2020, doi: 10.1016/j.jbusres.2020.05.016.
A. O’Cass and L. V. Ngo, “Winning through innovation and marketing: Lessons from Australia and Vietnam,” Industrial Marketing Management, vol. 40, no. 8, pp. 1319–1329, Nov. 2011, doi: 10.1016/j.indmarman.2011.10.004.
D. K. Mirawati, N. Wiyono, M. F. Ilyas, S. E. Putra, and M. Hafizhan, “Research productivity in catamenial epilepsy: A bibliometric analysis of worldwide scientific literature (1956–2022),” Heliyon, vol. 10, no. 10, p. e31474, May 2024, doi: 10.1016/j.heliyon.2024.e31474.
N. Boshoff et al., “Geographical inequalities in global forest science: A bibliometric perspective,” For Policy Econ, vol. 165, p. 103250, Aug. 2024, doi: 10.1016/j.forpol.2024.103250.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 F Fitria, Desi Tia Adisti, D Dea, Agum Gumelar, Adi Setiawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.