Moral Branding and Ethical Consumption: Bibliometric Trends in Value-Based Marketing Approaches

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Novi Nurwanto Politeknik Tunas Pemuda
  • Siska Jeanete Saununu Univeristas Pattimura

DOI:

https://doi.org/10.58812/wsshs.v3i10.2307

Keywords:

Moral Branding, Ethical Consumption, Value-Based Marketing, Sustainability, Consumer Behavior, Digital Ethics, Bibliometric Analysis, Marketing Ethics, Sustainable Branding, VOSviewer

Abstract

This study examines the conceptual framework and thematic progression of research on moral branding and ethical consumerism by a bibliometric analysis of publications indexed in Scopus from 2000 to 2025. The study employs VOSviewer and Biblioshiny to delineate major clusters pertaining to branding, consumer behavior, sustainability, and digital ethics. Results demonstrate a shift from initial psychological and behavioral models to interdisciplinary frameworks that incorporate sustainability and value-driven marketing. The United Kingdom and the United States appear as primary providers, while collaborations from Asia and Europe are becoming more prominent. The research offers theoretical and managerial insights for incorporating moral authenticity, sustainability, and consumer trust into branding initiatives. It additionally suggests a Value–Ethics–Sustainability paradigm as a conceptual framework to direct future inquiries in ethical marketing. 

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Published

2025-10-31

Issue

Vol. 3 No. 10 (2025): West Science Social and Humanities Studies

Section

Articles

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Copyright (c) 2025 Loso Judijanto, Novi Nurwanto, Siska Jeanete Saununu

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

How to Cite

Moral Branding and Ethical Consumption: Bibliometric Trends in Value-Based Marketing Approaches (L. Judijanto, N. . Nurwanto, & S. J. . Saununu , Trans.). (2025). West Science Social and Humanities Studies , 3(10), 1390-1403. https://doi.org/10.58812/wsshs.v3i10.2307