Green Branding Research Through a Bibliometric Lens

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia

DOI:

https://doi.org/10.58812/wsis.v4i01.2621

Keywords:

Green Branding, Sustainability, Consumer Behavior, Greenwashing, Brand Equity, Bibliometric Analysis

Abstract

This bibliometric study systematically analyzes the evolving landscape of green branding research, focusing on the intersection of sustainability and branding strategies. Using data from Scopus and Web of Science, the study employs bibliometric techniques such as co-citation analysis, keyword co-occurrence, and network visualization to map trends, key concepts, and intellectual structures in the field. The findings highlight the increasing importance of sustainability, green branding, and consumer behavior as core themes driving the development of green branding strategies. The study also underscores the challenges of greenwashing and the growing need for authenticity in green marketing to foster consumer trust. Furthermore, the analysis reveals a global collaboration pattern, indicating the widespread recognition of the need for sustainable practices across industries and regions. However, the study suggests that peripheral areas like place branding and ecotourism offer opportunities for further exploration in future research.⁠

References

[1] P. Hartmann, V. Apaolaza Ibáñez, and F. J. Forcada Sainz, “Green branding effects on attitude: functional versus emotional positioning strategies,” Mark. Intell. Plan., vol. 23, no. 1, pp. 9–29, 2005.

[2] V. Danciu, “Successful green branding, a new shift in brand strategy: Why and how it works.,” Rom. Econ. J., vol. 18, no. 56, 2015.

[3] M. Mourad and Y. Serag Eldin Ahmed, “Perception of green brand in an emerging innovative market,” Eur. J. Innov. Manag., vol. 15, no. 4, pp. 514–537, 2012.

[4] S. Bhardwaj, R. Chopra, W. M. Lim, and S. Kumar, “Is green the new gold? Green branding and its state-of-the-art,” Mark. Intell. Plan., vol. 44, no. 1, pp. 189–205, 2026.

[5] Y.-S. Chen, A.-F. Huang, T.-Y. Wang, and Y.-R. Chen, “Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty,” Total Qual. Manag. Bus. Excell., vol. 31, no. 1–2, pp. 194–209, 2020.

[6] T. Pimonenko, O. Chygryn, and O. Lyulyov, “Green branding as a driver to boost the development of green investment market,” Bull. Cherkasy Bohdan Khmelnytsky Natl. Univ. Econ. Sci., no. 1, 2019.

[7] S. Bashir, M. G. Khwaja, Y. Rashid, J. A. Turi, and T. Waheed, “Green brand benefits and brand outcomes: The mediating role of green brand image,” Sage Open, vol. 10, no. 3, p. 2158244020953156, 2020.

[8] U. Khandelwal, V. Tripathi, and A. Gupta, “A bibliometric analysis of green branding research from 2000 to 2019,” Vision, vol. 28, no. 1, pp. 87–97, 2024.

[9] N. Donthu, S. Kumar, D. Mukherjee, N. Pandey, and W. M. Lim, “How to conduct a bibliometric analysis: An overview and guidelines,” J. Bus. Res., vol. 133, pp. 285–296, 2021.

[10] I. Zupic and T. Čater, “Bibliometric methods in management and organization,” Organ. Res. methods, vol. 18, no. 3, pp. 429–472, 2015.

[11] A. R. Brough, J. E. B. Wilkie, J. Ma, M. S. Isaac, and D. Gal, “Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption,” J. Consum. Res., vol. 43, no. 4, pp. 567–582, 2016.

[12] M. Nekmahmud and M. Fekete-Farkas, “Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation,” Sustainability, vol. 12, no. 19, p. 7880, 2020.

[13] S. Kam‐Sing Wong, “The influence of green product competitiveness on the success of green product innovation: Empirical evidence from the Chinese electrical and electronics industry,” Eur. J. Innov. Manag., vol. 15, no. 4, pp. 468–490, 2012.

[14] J. Lin, A. Lobo, and C. Leckie, “The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty,” J. Retail. Consum. Serv., vol. 35, pp. 133–141, 2017.

[15] H. K. Chan, H. He, and W. Y. C. Wang, “Green marketing and its impact on supply chain management in industrial markets,” Ind. Mark. Manag., vol. 41, no. 4, pp. 557–562, 2012.

Downloads

Published

2026-01-30

Issue

Vol. 4 No. 01 (2026): West Science Interdisciplinary Studies

Section

Articles

License

Copyright (c) 2026 Loso Judijanto

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Green Branding Research Through a Bibliometric Lens (L. Judijanto , Trans.). (2026). West Science Interdisciplinary Studies, 4(01), 246-254. https://doi.org/10.58812/wsis.v4i01.2621