Thematic evolution of green marketing over the past decades Open Access

Green marketing (GM) began in the 1960s as a response to environmental movements, gaining momentum in the 1970s with increased public awareness and UN initiatives (Papadas et al., 2017). In the 1980s, companies started marketing eco-friendly products, introducing terms such as “biodegradable” and “energy-efficient” (Dangelico and Vocalelli, 2017). GM faces challenges such as greenwashing, consumer skepticism and regulatory issues, which can undermine its success and trust (Delmas and Burbano, 2011; Javed et al., 2024). Despite these setbacks, it grew as businesses recognized its importance. GM became mainstream by the 1990s and 2000s, with companies integrating sustainable practices to meet consumer demand and regulations (Shrum et al., 1995; D’Souza et al., 2015). In the 21st century, GM is crucial in balancing economic, social and environmental factors to promote profitable and eco-friendly products (Chamorro and Bañegil, 2006).

GM promotes eco-friendly products/practices using sustainable materials and energy-efficient processes to minimize environmental impact throughout the product life cycle. This approach emphasizes environmental benefits, setting it apart from conventional marketing (Ikhsan et al., 2024; Puma-Flores and Rosa-Díaz, 2024; Le, 2023). For instance, greenwashing reduces the intent to buy genuine eco-friendly products (Seberíni et al., 2024). Independent certifications (e.g. Energy Star, Fair Trade and ISO 14001) enhance trust and reduce consumer doubts (White et al., 2019).

Greenwashing involves false environmental claims without real action, using vague terms like “eco-friendly” or “natural” without proof and displaying fake eco-labels. Proper GM integrates sustainability into its core, focusing on genuine environmental benefits. This includes product innovations that reduce environmental impact, pricing that reflects the value of sustainability and distribution methods that minimize carbon footprints (Qayyum et al., 2023; Dangelico and Vocalelli, 2017; Kumar et al., 2024). GM is a holistic approach where all marketing mix elements aim to reduce ecological harm and meet consumer needs.

Research has extensively explored this slow and balanced growth concept within marketing by integrating sustainable development and infrastructure. Drawing from this perspective, considerable attention was given to environmental consumption to maintain the strategic importance of customer retention, promote the security and stability of customer relationships and achieve higher profit margins to ensure peak marketing performance (Groening et al., 2018).

Other studies attempted to review GM or green consumer research (Dangelico and Vocalelli, 2017; Kar and Harichandan, 2022; Haba et al., 2023). For instance, Dangelico and Vocalelli (2017) provide a systematic literature review in which the analysis and conceptualization of GM are key. Dangelico and Vocalelli (2017) allude to the relevance of GM as a marketing activity that has contributed to environmental issues and those that can help solve them. Kar and Harichandan (2022) study is one of the first works that laid a foundation for understanding GM innovation using a bibliometric approach. However, this review ends in 2021 and is more dedicated to green innovation and strategy; it uses performance analysis and cluster analysis and does not provide any integrative framework. Haba et al. (2023) focused on green consumer research in the marketing management domain. These studies have a limited time frame and scope. Over two decades (2000–2024), we aim to map the thematic evolution of GM research. The research questions are as follows:

Our contributions are threefold. First, we use co-citation and co-word analysis to provide a detailed visualization of the intellectual structure and thematic evolution in GM research (Mukherjee et al., 2022). Second, we offer an integrative conceptual framework. The framework is created through the knowledge clusters and the thematic evolution of the networks analyzed. Third, we uncover research opportunities by analyzing the hidden structure within the GM literature. Using evidence from bibliometric analysis, we identify gaps that suggest potential research for the future.

This work combines systematic and bibliometric methods based on a predetermined research process to overcome drawbacks of general systematic literature reviews or bibliometric analysis, such as limited data coverage, biased data selection and scientific errors (Loureiro et al., 2022). The following steps outline the methodology used from source identification and data collection until reporting (Figure 1).

The decision to include an article as a source consists of the optimized coverage and the assurance that the data set comprises a pertinent, broad and valuable collection of articles. According to Donthu et al. (2020), Scopus covers a broader range of journals and disciplines than other databases, includes influential publications enhancing the robustness and validity of analyses and offers detailed citation information and advanced search capabilities, essential for precise bibliometric studies. The Scopus database is extensive, incorporating diverse peer-reviewed journals and publishers, including Emerald, Sage, Wiley, Taylor and Francis and Elsevier.

Keyword selection, data download source, study duration, language and paper type were all inclusion criteria. Items with incomplete information, incorrect language (authors worldwide and from different countries tend to publish in English in international journals), publishing status (pre-published) and lack of topical relevance were all excluded from the database. The backward and forward approaches were used to identify and select the ideal search phrases to retrieve thorough and pertinent articles about GM. The first-round articles were created using research articles based on the primary concept of GM as the seeding search phrase in the backward process. First-round references and keywords were analyzed to find further elaborated search terminologies that have definitions similar to GM. Following the initial set of papers that mentioned specific keywords, additional related keywords were identified by examining subsequent papers.

The process of assembling and arranging the data of scientific articles began with formulating a query to capture literature pertinent to GM. We used several expressions related to GM to ensure no article was overlooked. However, during the analysis, those that did not fit the theme were excluded.

We started the search query with variations of key terms (such as “green marketing,” “sustainable marketing,” “environmentally friendly marketing” and “eco marketing”) to know where the content was starting to emerge. The Boolean operator “OR” was used to combine these terms so that any article referencing one or any combination of these terms would be retrieved. The second set formed to focus the results on communication strategies included terms with regards to keywords found on marketing communication such as “marketing communication,” “reputation,” “image,” “credibility,” “public relations,” “advertising,” “social media,” “personal selling,” “communication channel,” “sales promotion” and “publicity.” The Boolean operator “AND” was used to guarantee that the retrieved articles covered at least one type of communication and the GM aspect, the Boolean operator “AND” was used. Overall: (“green marketing” OR “sustainable marketing” OR “environmentally friendly marketing” OR “eco-marketing”) AND (marketing communication OR reputation OR image OR credibility OR “public relation” OR advertising OR “social media” OR “personal selling” OR “communication channel” OR “sale promotion” OR publicity).

This query was run in Scopus, and in the beginning, 544 articles were returned. Overall, these articles provide a thorough set of findings covering various studies on GM. The next phase was when the data were collected, and we filtered the results to make the final dataset relevant and manageable. Second, publications not containing academic content from newspapers, books or conference papers were excluded, which decreased the number of articles to 401. The articles were further filtered to publications in English to get the final set of 393 articles. Filtering was used so that the data were selective to peer-reviewed, high-quality research published in academic journals in a widely freely accessible language. We also followed the same process to search in the Web of Science database. The output showed similar results, meaning that the relevant articles from the Web of Science area were also indexed in Scopus. Two researchers independently reviewed the full text of potentially relevant articles. Any conflicts between the researchers were discussed until their agreement exceeded 0.85, as measured by Cohen’s Kappa coefficient.

Overall, 2,123 author-supplied keywords were carefully examined for consistency and standardization regarding the 393 articles. Keywords with similar meanings were merged, and variations in spelling or phrasing were standardized. For example, terms such as “eco-marketing” and “environmentally friendly marketing” were harmonized to maintain uniformity across the data set. This standardization process was crucial for accurately conducting co-word analysis and ensuring that similar concepts were grouped. When terms had different spellings, were reported in the singular or plural or when different terms with the same meaning existed, it was decided to combine the keywords. Some terms (e.g. “energy consumption and sustainable development”) were divided because they reported different things. Finally, to ensure clarity, some keywords commonly linked to GM were altered correctly, as they referred to various objects (e.g. identification, categorization, commitment, satisfaction, loyalty and engagement). This approach created a final list of 1,675 distinct keywords in the analysis.

The bibliometric analysis used co-citation and co-word analysis to explore GM research’s intellectual structure and thematic evolution. Co-citation identifies clusters of frequently co-cited articles, revealing key research fronts and influential works. VOSviewer generated visual maps of co-citation relationships. However, co-citation may overlook newer publications and lack an overview of the content (Donthu et al., 2021; Mukherjee et al., 2022). Co-word measured keyword connections in the bibliometric database to reveal trends and directions. Co-word complements co-citation by providing additional insights and previewing future research directions (Donthu et al., 2021). The bibliometric package in R provided visual representations of keyword networks.

The performance analysis, comprising 393 publications from the early 2000s to 2024, highlights a significant rise in scholarly activity, particularly in 2022, with 54 publications. These works have collectively garnered 13,679 citations, averaging 34.81 per article, reflecting their substantial impact on academia. Most prolific journals, including Sustainability, Journal of Cleaner Production and Cogent Business and Management, have been pivotal in disseminating influential research in this area. However, diverse other journals are included in the database, such as the Spanish Journal of Marketing, Journal of Environmental Studies, Journal of Retailing and Consumer Services, Journal of Environmental Planning and Management, International Journal of Consumer Studies, British Food Journal, Psychology and Marketing, Journal of Business Research, Journal of Business Ethics, African Journal of Hospitality, Tourism and Leisure or Journal of Advertising.

The studies are mainly from the USA and China, but other countries were also considered, such as India (Sharma et al., 2024; Akram et al., 2024), Spain (Martínez, 2015), Slovakia (Seberíni et al., 2024), Iran (Doosti-Irani et al., 2023), Brazil (Gomes et al., 2022), South Africa (Chihwai, 2023) or Turkey (Armutcu et al., 2024). Other countries include Malaysia, Portugal, Indonesia, Austria, Finland, Sweden and cross-cultural studies (Rahman and Luomala, 2021).

These findings highlight the increasing emphasis on sustainable practices and consumer behavior in GM. Identifying highly cited publications illustrates the evolving research landscape, emphasizing critical contributions and emerging trends shaping future research directions (Figure 2). We manually searched the articles for the most applied theories. Three theories stand out: Theory of Planned Behavior (explains how attitudes, subjective norms and perceived behavioral control influence intentions and behaviors), Attachment Theory (describes how individuals form emotional bonds) and Institutional Theory (examines how structures, rules, norms and routines become established as authoritative guidelines for social behavior).

The resulting co-citation network visualizes the interconnections between frequently co-cited papers, helping to uncover the intellectual structure and thematic evolution in this field. The co-citation map (Figure 3) reveals five clusters, each representing a different thematic focus within the GM research (see Supplement file).

Cluster 1 consists of a collection of research that converges to understand the impact of consumer behavior on brand equity with GM (Lin et al., 2023; Lee et al., 2023; Aaker, 1991). The key message from this cluster is that environmentally conscious consumers are a key determinant of the strategies that brands strive to stand out as leaders in sustainability.

The research provides insights into how brands can build and maintain equity to enhance customer relationships (Qayyum et al., 2023; Nguyen-Viet, 2023). For example, Rahbar and Wahid (2011) suggest that consumers find environmentally responsible brands appealing, compelling companies to adopt GM strategies. These strategies differentiate brands, build loyalty and increase brand equity.

Integrating sustainability into marketing is essential (Leonidou et al., 2013). High quality and eco-friendliness boost customer satisfaction and loyalty (Qayyum et al., 2023; Nguyen-Viet, 2023). Chen and Chang (2013) found that green perceived quality and brand awareness reduce risk and increase loyalty, raising willingness to pay. Boztepe supports this, noting that strong green brands can command higher prices. However, greenwashing harms trust and reputation (Delmas and Burbano, 2011; Prakash et al., 2023; Javed et al., 2024).

The second cluster aggregates sustainable innovation and GM, examining how companies can innovate while aligning with environmental sustainability and meeting customer demands. This cluster emphasizes the importance of including sustainability as an effort in every aspect of product development, including ideation and marketing, to confirm that efforts at going green are backed by truth and effectiveness (Muntean and Stremtan, 2010; Li et al., 2024; Dangelico and Vocalelli, 2017). Companies understand the motivations of eco-conscious consumers and adopt them in products that resonate with their values to succeed in the growing sustainability market (Chan et al., 2024).

For instance, Dangelico and Vocalelli (2017) classify GM into intent and latent strategies, focusing on green products and processes. They recommend that companies differentiate through sustainable innovation to attract eco-conscious consumers. Groening et al. (2018) claim that developing effective GM strategies demands understanding consumer motivations. Companies can use consumer psychology to design sustainable products that meet demand for innovation and quality. Kumar (2016) notes that GM has shifted from niche to mainstream because of consumer demand and regulations. Embracing sustainable innovation is crucial, as companies risk falling behind if they do not adopt green practices (Chan et al., 2024).

This cluster delves into the interaction between consumer behavior and environmental sustainability practices, specifically how consumer environmental concerns lead them to adopt different purchasing behaviors and how the business world adapts to these changing preferences (Doosti-Irani et al., 2023; Demessie and Shukla, 2024; Rastogi et al., 2024). The studies focus on understanding the psychological and social factors that lead consumers to support sustainable brands (Park et al., 2010; Akram et al., 2024; Rahman and Luomala, 2021).

Aligning marketing strategies with relevant psychological, cultural and social factors can help businesses address the demands of environmentally aware consumers and respond to overall low expectations of companies while making their businesses sustainable for the long term. For instance, Park et al. (2010) examine cross-cultural differences in consumer behavior in GM in the luxury brand segment. Their study finds that consumers in different regions of the world may have different degrees of concern regarding different environmental issues. It indicates that businesses have to design their GM strategies to suit the peculiar cultural contexts of their target markets. This discussion is reinforced by Boztepe, who analyzes how consumer behavior is affected by GM in some product categories, and Singh et al. (2011), who delve into how consumer behavior is affected by GM in other product categories.

Research on consumer purchasing behavior in response to GM indicates that consumers prefer brands that reflect their environmental values. Consumers tend to purchase products from these brands in categories where sustainability is a significant concern, such as organic food and eco-friendly products (Armutcu et al., 2024).

The fourth cluster comprises the development and application of metrics and indicators that allow GM strategy effectiveness to be evaluated. Companies need robust measurement tools to assess the results of their environmental initiatives and their corresponding impact on consumer behavior and business performance (Chen and Chang, 2013; Bokayev et al., 2023). Studies by Nunnally and Bernstein (1994) and Peattie and Crane (2005) show that psychometric tools and top-down consumer surveys are widely used to capture consumer attitudes and behaviors toward green products and campaigns.

Markets such as the Indian market are important test beds, and feedback is also received by the substitutes, alternatives and allocated resources (Singh, 2020). Consumer perception metrics (using sophisticated statistical tools) could be measures of perceived credibility, trustworthiness and attractiveness of GM messages (Fornell and Larcker, 1981). So behavioral changes can include observing the changes in purchasing patterns, brand loyalty and willingness to pay a premium for green products (Cheng et al., 2022). GM strategies need to align with consumer values, and sustainable marketing must be tailored to meet consumer expectations to be effective (e.g. Keller, 2013). Positive consumer perception is crucial for the success of GM.

Cluster 5 analyzes the meeting point of GM and Corporate Social Responsibility (CSR), suggesting how GM can be combined with CSR to reinforce the firm’s brand reputation and customer trust (Jabeen et al., 2023; Xuan-Nhi and Ngoc-Tien, 2023). The integration of the GM concept with the broader CSR framework is also discussed by Leonidou et al. (2013), who note that a company’s strong commitment to environmental sustainability can increase its corporate reputation and consumer trust.

The research reveals that companies that align their GM strategies and CSR objectives increase the chances of earning consumer trust and loyalty, ultimately enhancing long-term brand equity (Arachchi and Samarasinghe, 2023). This is particularly important in the current market, where consumers are increasingly inclined to support brands that address social or environmental issues.

Nyagadza (2021) supports Leonidou et al. (2013) view, considering the role of GM strategies in promoting the green economy in developing regions such as Africa. Nevertheless, his research suggests that GM can significantly drive sustainable development in these regions, provided genuine CSR activity addresses these areas’ specific challenges. Companies trying to contribute to sustainable development will support that by aligning their GM strategies with the broader CSR goals, which will enhance their brand reputation and consumer trust (Butcher and Chomvilailuk, 2022; Xuan-Nhi and Ngoc-Tien, 2023).

Co-word analysis demonstrates that some clusters represent key themes in the GM literature. Each of the five clusters found represents a group of terms that tend to occur together in the data set, and hence, they may all be related to some topic or subfield (Figures 4 and 5).

Cluster 1 focuses on the potential link between consumer attitude and environmental protection and explores how the attitude affects GM strategy and customer behavior (Sharma et al., 2024; Lee et al., 2023; Khandelwal and Singh, 2023). Keywords in this cluster, such as consumer attitude, environment, environmental protection, green advertising and human, imply an elaborate analysis of how consumers’ environmental concerns influence their reactions to GM. As consumer awareness of environmental issues grows, companies should create genuine and credible messages that align with consumers’ environmental values (Park et al., 2010) and adapt to cultural and regional differences through transparency and education to counter skepticism (Delmas and Burbano, 2011).

This cluster highlights the importance of continuing research on how consumer attitudes toward the environment affect consumer behavior and how brands can relate to these attitudes through GM (Salinas and Abril, 2025). Communicating a brand’s commitment to environmental protection is a concept stressed within this cluster. Hartmann and Apaolaza-Ibáñez (2012) find that consumers are more likely to support brands that sell sustainable goods and participate in environmentally responsible measures.

Boztepe argues that effective green advertising promotes products and tells a story that communicates consumers’ environmental values. This narrative often includes elements such as using sustainable materials, energy-efficient processes and supporting environmental causes. Companies can enhance their brand image by developing a robust green message and engaging with environmentally conscious consumers.

The social media and GM cluster explores the role of digital platforms in crystallizing consumer perceptions of sustainability and the adoption of green products (Lin et al., 2023; Jiang et al., 2024; Hernández-López et al., 2023; Ikhsan et al., 2024). Promoting sustainable products requires platforms (e.g. Instagram, Facebook and X) that share eco-friendly marketing campaigns (Ikhsan et al., 2024). These campaigns’ channels generally feature content and narratives that are visually appealing and focus on how products are environmentally friendly and targeted toward eco-conscious consumers (Lin et al., 2023; Jiang et al., 2024; Hernández-López et al., 2023; Chinelato et al., 2023). Additionally, the interactive nature of social media encourages consumers to share their experiences with green products. This can highly influence other people’s purchasing decisions in their network (Lin et al., 2023).

Cluster 3 includes environmental economics and green brand equity, explores the interaction between GM strategies and brand perception and examines how GM strategies affect economic outcomes. Keywords used are “green marketing,” “green brand equity,” “green brand image,” “green trust” and “environmental economics,” which point to an encompassing assessment of environmentally sound marketing practices’ economic and reputational benefits.

Green brand equity is the value of a brand from its link to environmental sustainability (Chen and Chang, 2013; Lin et al., 2023; Qayyum et al., 2023; Nguyen-Viet, 2023). Green trust reflects the importance of consumer trust in creating and nurturing green brand equity. Greenwashing practices can significantly erode consumer trust and damage brand equity, which is why it is so essential for companies to ensure that genuine initiatives in sustainability back their GM promises. With increasing confidence that brand environmental claims are credible, consumers become more likely to become attached to that brand and increase the value of its overall equity (Lee et al., 2023; Qayyum et al., 2023; Nguyen-Viet, 2023). The costs of adopting green practices will, at first, be high, with a significant return on investment for enhanced brand equity, consumer loyalty and the avoidance of regulatory risks (Qayyum et al., 2023).

A strong green brand image can become an effective tool to differentiate the company in the marketplace, as consumers are increasingly demanding regarding the environmental footprint of the items they purchase (Leonidou et al., 2013). In the long term, brands tend to attract environmentally conscious consumers, who are often willing to pay premium prices for products that support their beliefs (Lee et al., 2023; Qayyum et al., 2023; Nguyen-Viet, 2023).

The fourth cluster deals with green consumption and consumer behavior. It analyzes the impact of consumers’ environmental concerns on purchasing decisions and how brands can effectively satisfy this preference. Keywords in this cluster include “consumption behavior,” “perception,” “green image,” “questionnaire survey” and “China,” covering consumer behavior in a sustainable context as a whole and regional and cultural diversities.

Consumers’ psychology, culture and society drive their behavior in green consumption (Park et al., 2010; Akram et al., 2024). Consumers’ perception of sustainability affects their purchasing decisions and how they choose to purchase items from brands that share environmental values. As a result, green consumption has become a considerable trend as consumers look for products that are “eco” and/or “ethical.”

The empirical research method for understanding consumer behavior appears to form a basis for this cluster, grounded on “questionnaire surveys”. Surveys should be used to collect data on consumer attitudes regarding GM (Rahbar and Wahid, 2011). These surveys offer valuable insights into how people perceive green products, how consumers are influenced when purchasing and how people respond to different greening marketing strategies (Cheng et al., 2022). Analysis of this data allows brands to refine their GM to meet consumer expectations.

The keyword “China” suggests a regional focus of this cluster, which reflects the increasing significance of green consumption in the fast-growing emerging markets. Zhu and Sarkis (2016) observe that expanding China’s middle class is associated with a higher need for environmentally friendly products. However, they also illustrate the difficulties of marketing green consumption in an environmental awareness market in progress. In this case, tailored marketing strategies are needed to target specific cultural and economic contexts of emerging markets.

Cluster 5 discusses the role of marketing communication in promoting sustainability and its impact on consumer behavior. Keywords include “marketing communication,” “green marketing,” “consumer behavior” and “green brand image,” which refer to how brands convey their green efforts and how such communications shape consumer perceptions and decision-making.

Effective communication strategies depend on the benefits of constructing consumer trust and brand loyalty (Hartmann and Apaolaza-Ibáñez, 2012; Chinelato et al., 2023). Marketing communication enhances brand image and influences consumers’ trust and loyalty (Leonidou et al., 2013). Successful communication of brands’ sustainability commitment will likely result in a positive brand image that builds prospects among environmentally conscious consumers and increases brand equity and market share (Jamal et al., 2023).

The proposed and discussed conceptual integrated framework provides a holistic view of GM using constructs from co‐citation and co‐word analyses. The framework demonstrates how consumer behaviors, brand equity, sustainable innovation, marketing communication and cultural influences are interconnected and influence the effectiveness of GM strategies. Understanding these relationships allows researchers and practitioners to develop more holistic and impactful strategies for promoting sustainability through marketing, ultimately contributing to a more mindful and environmentally conscious marketplace.

GM is the central theme of the framework (Figure 6). The increasing focus on environmental responsibility in marketing strategies and the accompanying consumer demand for sustainable products and practices embody this theme. Based on this theme, the framework examines how distinct parts of GM are interdependent and contribute to consumers’ actions and brand results.

Four initial factors drive GM – regulatory environment, technological advancement, economic conditions and environmental awareness – through consumer behavior and engagement and sustainability and economic impact. These factors are key to establishing GM strategies.

Environmental awareness and the regulatory environment affect individuals’ behavior and engagement with a company or brand more directly (Delmas and Burbano, 2011; White et al., 2019). Growing consumer awareness about environmental issues drives demand for sustainable products in markets that educate and integrate values toward sustainability in their citizens (White et al., 2019). Companies respond by highlighting their green initiatives and products in their marketing efforts to attract and retain environmentally conscious customers (Papadas et al., 2017; Park et al., 2010).

Governments and international bodies increasingly implement regulations and policies to reduce environmental impact. These regulations require companies to adopt greener practices and influence the development and promotion of environmentally friendly products and services (Muntean and Stremtan, 2010). Governments and regulatory bodies can push this progress by giving financial assistance, tax incentives and low-interest loans to companies that invest in circular economy activities, renewable power systems and sustainable product creation (Leonidou et al., 2013).

Educating people about sustainable certifications and ethical sourcing helps them make informed, eco-friendly choices. Policymakers should create awareness programs highlighting the environmental impact of purchasing decisions through public service messages, school programs and eco-friendly initiatives (Groening et al., 2018; Park et al., 2010).

Regulatory environments affect sustainable innovation and economic impact, and two other factors are signaled in prior studies: technological advancement and economic conditions. Technological advancements enable creating more sustainable products and processes (Chihwai, 2023; Xuan-Nhi and Ngoc-Tien, 2023). Advances in renewable energy, waste reduction and eco-friendly materials allow companies to market their products as environmentally responsible, appealing to eco-conscious consumers (Chihwai, 2023). For instance, electric vehicle adoption reduces carbon emissions and causes economic growth, which includes the manufacturing of electric charging systems and battery technology sectors, as well as complementary industries (Groening et al., 2018; Kumar, 2016). Tasks like resource optimization, emission reduction and supply-chain transparency result from artificial intelligence (AI) implementation, blockchain functionality and renewable energy technology development (Khan et al., 2025). AI-powered predictive analytics to track environmental impact in real time and make more sustainable decisions while reducing operational waste (Islam, 2025). Blockchain technology provides manufacturers with enhanced capabilities to track supply chain operations and verify green certifications and eco-friendly claims, strengthening customer trust and improving corporate accountability (Arif et al., 2022).

Economic factors such as consumer demand, resource costs and market competition influence innovation and the economy and society. As consumers become more willing to pay a premium for sustainable products, companies are incentivized to integrate green practices into their marketing strategies to capture this market segment (Cheng et al., 2022). Companies also benefit from developing innovation conjointly with consumers (co-creation process). This ongoing exchange process engages the consumers at the company’s heart, changes behaviors (Khandelwal and Singh, 2023) and forces innovation. The analysis of consumer behavior and engagement studies demonstrated how consumer perceptions, attitudes and cultural influences on an individual level are important in determining responses to GM (Jamal et al., 2023; Armutcu et al., 2024; Carrión-Bósquez et al., 2025). In this regard, social media acts as a communication channel where brands talk about their sustainability efforts and converse with consumers (Lin et al., 2023; Lee et al., 2023; Jiang et al., 2024; Chinelato et al., 2023). Consumer behavior is proactive, shaped by social and cultural contexts.

Citizens acting as consumers are changing their behavior toward sustainable practices and becoming more engaged with enterprises/brands, forcing these latter to shift behavior and develop more sustainable products. However, because of their innovation and signal claims, these enterprises can contribute to the awareness of other citizens and may invite and encourage more citizens to adhere to sustainable practices. So the cycle is found where engaged consumers support companies or brands, and these last ones aggregate more consumers to the cause.

Signal claims from enterprises should be honest and not alienate consumers, that is, greenwashing. The growth of skepticism among consumers matches the increasing instances of greenwashing because customers are more astute about the true sustainability of products. Enterprises aiming to prevent consumer skepticism should tell genuine stories about their sustainability actions and prove environmental initiatives to customers by involving them in co-creation programs. Social media represents a powerful platform that lets organizations demonstrate their sustainable actions directly to consumers, thus developing consumer trust and stronger brand relationships.

Past research shows that sustainable integration within innovation processes is necessary for companies to remain competitive in a market dominated by environmental concerns (Sharma et al., 2024; Le, 2023; Bokayev et al., 2023; Cheng et al., 2022). Sustainable innovation occurs when new products are developed and includes thinking differently about business models to incorporate sustainability throughout the company at every level. Such innovation generates substantial economic benefits through brand equity, consumer loyalty and long-term financial performance (Lin et al., 2023; Ha, 2022; Rahman and Luomala, 2021). Measurement and evaluation are part and parcel of understanding the full impact of sustainable innovation from both economic returns and environmental benefits perspectives (Lin et al., 2023; Ha, 2022; Qayyum et al., 2023).

Developing new technologies (e.g. AI) brings forth effective solutions that increase transparency and accountability in GM, avoiding greenwashing. Real-time sustainability tracking and corporate sustainability claim authentications through blockchain technology, combined with AI-driven verification tools, enable complete transparency throughout supply chains. Companies that use data analytics tools alongside machine learning algorithms gain insight into consumers’ preferences, enabling them to develop targeted sustainability advertising efforts. The combination of these technologies helps businesses build customer trust.

Brand equity and corporate reputation are other essential constructs acting as outcomes (Lin et al., 2023; Ha, 2022; Qayyum et al., 2023). GM is increasingly viewed as a tool to enhance brand equity by aligning with consumer values that are emerging around environmental sustainability. Authentic GM practices and communications (not fake or dissimulated) that build consumer trust can also contribute to brand loyalty and brand equity over the long term (Doosti-Irani et al., 2023; Cheah et al., 2023; Javed et al., 2024). CSR is crucial because companies that integrate social responsibility into their marketing are more likely to build a positive reputation. This reputation is essential to attract and retain environmentally conscious consumers.

The integrated framework also includes marketing communication and consumer education (outcomes) as both instruments of the GM strategy. We recognize the importance of avoiding greenwashing and pursuing genuine, reliable messaging from the studies analyzed. As the effectiveness of GM is driven by consumer education, well-informed consumers are more likely to make purchases that reflect a concern for sustainability goals (Javed et al., 2024). Marketing communication should facilitate product sales and educate consumers about the broader impacts of their choices, thereby fostering a stronger connection between consumers and brands committed to sustainability.

The framework ties cultural and regional influences throughout as we recognize that consumers’ behavior and reaction to GM differ across different cultural and regional contexts (Akram et al., 2024; Demessie and Shukla, 2024; Akram et al., 2024). The analyses suggest that GM strategies must align with these contexts to be successful, understanding consumers’ distinct attitudes, values and behaviors in each market. Brands can use cultural sensitivity to build meaningful consumer relationships in divergent regions (Akram et al., 2024; Carrión-Bósquez et al., 2025). Otherwise, the GM efforts that the brands use will not have local resonance.

This research enhances the academic understanding of GM. First, the performed analysis provides a global view of the literature regarding journals, citations, countries and theories. Second, co-word and co-citation analysis identified five major clusters that offer a structured overview of the field’s evolution. Third, the proposed integrated conceptual framework exposes how the conceptual structures are related and integrated to compose the knowledge on GM. Finally, the themes and sub-themes found provide future research suggestions.

This study generates practical insights that managers and marketers can incorporate to improve their GM initiatives. Authenticity and complete transparency should become the top priority of sustainability claims for businesses to gain consumer trust. Companies achieve communication success for their product’s environmental benefits by using verifiable data, such as third-party certifications and lifecycle assessments. Combining this approach decreases environmental communication risks for businesses while building brand equity because it matches consumer value systems.

Managers should use sustainable innovation methods to create product differences that boost market competitive power. Companies can sustain two major goals through eco-friendly technological investments, such as renewable energy and biodegradable materials, because these advances please environmentally concerned customers while lowering their environmental impact. Organizations implementing circular economy practices through recycling and upcycling obtain distinctive product features that attract environmentally conscious customers.

Companies should use data-based marketing approaches to reach their eco-minded customer demographics successfully. AI systems scan customer behavior patterns, helping businesses discover ideal avenues and communication methods for their GM efforts. By using customized suggestions and interactive tools, including quizzes and carbon footprint analysis tools, businesses can boost consumer involvement, drive decision-making to purchase and attract eco-conscious buyers.

Multinational companies should embed sustainability into their fundamental operations across all departments instead of using it for isolated marketing activities. They can combine environmental strategies with overall corporate social responsibility objectives, which include emission reduction and environmental cause backing. Companies that embed sustainability into their organizational culture will achieve long-term brand loyalty and global environmental goal contribution.

This study used a rigorous methodology. However, five limitations should be acknowledged. First, the data collection process exclusively relied on indexed articles in English. Consequently, some studies from other languages may not have been included.

Second, another limitation lies in selecting words to serve as keywords and how the data is handled. To include a large variety of terms, we attempted to use a variety of synonyms and related ideas, but it is possible that some key papers were missed. Further, standardization of keywords during data management may have led to mixing different concepts during the merging process, making the GM domain appear more straightforward. This, in turn, could constrain the level of analysis to the extent of capturing the full spectrum of topics within the field.

Third, this study focuses on journal articles. This analysis may not fully capture emerging trends or ongoing debates in the literature, as it excludes other types of publications such as conference proceedings, books and book chapters. The omission of these sources could limit the research, as their findings are often insightful.

Fourth, publications from the most productive decade (2011–2024) and contributions from specific regions (the USA and China) are emphasized in time and space. Although these regions have been quite prolific in the research of GM, this emphasis may have played down contributions from other countries and previous research that might supply essential historical context or different insights. Even so, we have papers dedicated to other countries, including India, Spain, Slovakia, Iran, Brazil, South Africa, Turkey, Malaysia, Portugal, Indonesia, Austria, Finland and Sweden. We included only two studies from South America; therefore, future research can be more focused on this region.

Finally, the bibliometric methodology itself has inherent limitations. While bibliometric analysis generally favors earlier publications with more citations, bias may be created by favoring longstanding research over new, innovative research yet to be widely cited. Additionally, bibliometrics often limit their analysis to quantitative aspects of the literature, neglecting potentially important qualitative insights for developing a more fine-grained picture of the GM field. This approach provides valuable trends and patterns, but might not capture them and make an intellectual contribution to this domain.

Future research should go further in understanding the six major themes. First is consumer attitude and behavior in GM. Future research should understand the psychological and demographic factors behind customer engagement with GM. In particular, learning how to use different age demographics such as Generation Z and Millennials to interact with sustainability initiatives will allow an understanding of how values and social responsibility play a role in buying behaviors. Studies could concentrate on the relevance of social identity and moral obligation to consumers’ attitudes toward green products and how social identity and moral obligation can be used to make GM more effective.

Second is social media and digital engagement. Social media is a powerful tool for communicating brands and products and enhancing consumer consciousness. We propose that research could investigate whether environmental education and public awareness campaigns effectively change consumer behavior about how such initiatives affect consumers’ perception and response to GM efforts. Corporate transparency can also be studied for its role in reinforcing consumer trust in environmentally responsible brands and the long-run effects of encouraging an environmentally conscious consumer base.

We recommend further understanding how different communication strategies, digital marketing, influencer collaborations and interactive campaigns shape the communication of green messages and build consumer trust. There are critical instances in which transparency and authenticity, for example, when avoiding perceptions of greenwashing, can play a crucial role in fostering long-term consumer engagement in companies’ sustainability initiatives. Nethnography can be used to analyze posts and comments on social media. Text-mining techniques can be used to create clusters and contribute to segmentation.

Another avenue to explore is the cultural and regional influences on GM strategies. Further research could investigate how cultural norms, values and socio-economic factors affect consumer receptivity to GM messages in different geographical contexts. Studies could compare GM campaigns in various cultural and regional markets and how global brands present themselves in these markets with their sustainability story.

Third is environmental policies and consumer behavior. Questions about the influence of changing environmental regulations on GM strategies should be examined. Specifically, how policy variations impact GM strategies in different regions and how these variations foster innovation in sustainable products and practices. With a greater global focus on the governance of the environment, it would be useful to examine the degree to which regulatory frameworks encourage or impede GM practices. For example, such studies could consider how companies use their marketing strategies under differing regulatory pressures or how compliance affects consumers’ perception of brand sustainability.

Fourth is innovations in green products and technologies. Technological advancements such as adopting AI, blockchain and the Internet of Things should be studied to examine their impact on augmenting transparency in making sustainability claims and catalyzing greener innovations. For instance, AI can create advertising that positively affects consumers’ awareness and behavior. Researchers can understand the effectiveness of such advertising using experiments. AI can also be used as a tool to reduce waste and energy. Surveys can contribute to verifying the effectiveness of the practices. More empirical studies are welcome on the effectiveness of AI-driven GM campaigns, longitudinal analyses of green brand equity and how technology makes green initiatives communicate more effectively, builds consumer trust and holds companies accountable for GM campaigns. Technology-driven sustainability solutions contribute to understanding the dynamics of green consumption changing through consumers’ decision-making influence.

Exploring how to integrate sustainability into core business practices is relevant, rather than using it as a marketing tool. Research should investigate the long-term effects of GM on corporate performance, sustainability reporting and customer loyalty. This long-term effect can be analyzed through panels and forecasting techniques. Investigating the intersection between CSR and GM and how deeply embedded sustainability practices affect market positioning and stakeholder trust in understanding the future of sustainable business strategy is essential.

Fifth is sustainability in marketing practices. Future studies can investigate how GM initiatives contribute to brand value and corporate reputation and how the consistent and authentic transmission of sustainability commitments builds consumer trust and loyalty. GM longitudinal research could ascertain its cumulative effects on brand equity and how much influence sustainability holds as a key differentiator in highly competitive industries.

Sixth is measuring and evaluating GM effectiveness. Sustainable innovation represents a promising area for research, particularly related to economic performance. Further studies could study the impact of becoming a sustainable company on profitability, brand equity and long-term business sustainability. Investigating how companies balance economic imperatives with sustainability goals and the role of innovation in enhancing ecological and economic outcomes may reveal the viability of sustainable business models in competitive markets.

GM and purchase behavior are also susceptible to economic conditions. A possible avenue of future research is consumers’ tradeoffs between economic constraints and sustainability preferences, particularly during economic downturns. Understanding how changes in the economic environment affect consumers’ willingness to pay for sustainable products implies that companies need to adapt their marketing approaches to keep their consumers’ interest in sustainability, even when the economy is unstable.

In sum (Table 1), future research in GM should strive to integrate a methodological scope influenced by environmental science, psychology, economics and marketing to achieve a holistic view of how sustainability designs can be disseminated and applied in business practices. In addition to advancing academic discourse, this approach will yield actionable insights for companies attempting to base their marketing approaches on a changing populace and regulatory imperatives.

Muhammad Asim Sarwar received a Ph.D. Merit Scholarship Letter from BRU-ISCTE.

The supplementary material for this article can be found online.