...Muhammad Sarwar; Sandra Maria Correia Loureiro Purpose The purpose of this study is to map the thematic evolution of green marketing ( GM ) research over the past two decades. Design/methodology/approach This study used a systematic and bibliometric approach to analyze 393 articles on GM...

.../implications The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability. Originality/value This study contributes to the green marketing literature by empirically...