Sustainability now represents a strategic necessity rather than a marketing afterthought, making green branding central to contemporary business. This study aims to present a state-of-the-art overview of green branding, covering both current insights and future directions.
This study conducts a bibliometric analysis on green branding research under the guidance of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA).
This study reveals the themes and topics characterizing green branding research and, through sensemaking, distills a parsimonious theoretical explanation: green branding involves a strategic green brand commitment that directs the operational green marketing mix to generate green brand equity, with ethical vigilance against greenwashing safeguarding the integrity of the brand.
This study delivers invaluable insights on green branding and lays the groundwork for subsequent inquiries, all directed toward achieving a greener and more sustainable future.
