ABSTRACT Green marketing is necessary to address environmental problems caused by unsustainable consumerism. Although green marketing research has been conducted for over 20 years, it remains disjointed and theoretically inconsistent. This study performed a bibliometric analysis of 689 articles indexed in Scopus from 2004 to 2024 using Bibliometrix (r) and VOSviewer to map the cognitive framework, thematic developments, and international collaboration networks. The findings demonstrate a 15.9% annual growth in publications on green marketing, environmental awareness, and sustainable consumption‐related research. Although the theory of planned behavior and the theory of reasoned action have been widely applied in green marketing research, emerging issues such as greenwashing, eco‐label credibility, and circular economy practices suggest that trust, authenticity, and systemic sustainability will be essential in the future. International cooperation in green marketing has escalated, with China, India, and the United States leading the charge. This research provides a methodological foundation for future studies by outlining the information base and pinpointing conceptual gaps to enhance theoretical understanding, guide sustainable marketing tactics, and influence policy.
Haileamanuel et al. (Thu,) studied this question.