Chapter 3: A Bibliometric Analysis Discourse on Sustainable Marketing Strategies

In the continuous evolving landscape of sustainability marketing, this study helps with an exploration into the integration and progression of environmental and social aspects of marketing strategies. The analysis utilizes data extracted from Scopus database to conduct a bibliometric analysis using tools like Biblioshiny and VOSviewer for performance analysis and scientific mapping for the studies conducted from 2002 to 2024. The study aims to find key publications, most impactful and influential authors, co-occurrence and co-citation analysis to understand the evolution, key contributors and to unearth key themes surrounding sustainability marketing strategies.

The performance analysis findings indicate a significant growth in scholarly output, showcasing a clear trajectory toward advanced, strategic implementations of sustainable practices. These strategies increasingly align with sustainable development goals, underscoring the importance of strategic finance, branding, and ethical marketing. Scientific mapping reveals thematic clusters centered around areas such as sustainable tourism, strategic management, and digital marketing strategies. The study also highlights the critical role of sustainability in enhancing firm performance, boosting consumer engagement, and providing competitive business advantages.