Cite Space-Based Bibliometric Analysis of Green Marketing

“Lucid waters and lush mountains are invaluable assets”. Green marketing and sustainable development have become crucial topics in economic and social development. During 2019–2023, there are nearly 952 publications on green marketing-related topics in the Web of Science core database, and a large number of scholars researched green marketing, but there is still a lack of comprehensive and systematic studies on the current status of green marketing research and hot trends. The main purpose of this study is to summarize and sort out the current status of green marketing research by reviewing the literature related to green marketing (enterprises vs. consumers). Meanwhile, using Cite Space 6.2 R2 software, the core literature of green marketing in the past five years was screened, the data were visualized and analyzed, and a knowledge map of the cooperative authors, institutions, countries, and keywords was drawn in an attempt to discover the research hotspots and major development trends of green marketing. The results show that the publications and citation frequency of green marketing-related literature showed an increasing trend from 2019 to 2023, and the highest citation frequency was reached in 2022. Green marketing literature appears more frequently in the USA, China, and England and has a higher influence. Green management, firm performance, green innovation, green strategy, green capability, sustainable development, green business, green market orientation, green supply chain management, green exploitation, green responsibility, ecosystem, green commitment, green perceptions, green competitive advantage, and corporate social responsibility reflect the hot topics and important themes of green marketing research. This study innovatively combines a green marketing literature review and bibliometric analysis, comprehensively and systematically discusses the current status of green marketing research and hot trends based on both textual and data perspectives, and puts forward the “individual-environment-economy-society” virtuous ecological cycle of green marketing from a macro perspective.