Research Aims: This research aims to explore trends, patterns, and future prospects in the study of green marketing related to sustainable development through a bibliometric approach. By mapping scientific publication results, collaborative relationships, and existing theme developments, this study provides a deeper understanding of the dynamics of green marketing and its connection to sustainable development. Research Aims: This research aims to explore trends, patterns, and future prospects in the study of green marketing related to sustainable development through a bibliometric approach. By mapping scientific publication results, collaborative relationships, and existing theme developments, this study provides a deeper understanding of the dynamics of green marketing and its connection to sustainable development. Research Findings: Studies on green marketing in relation to sustainable development show an increasing trend and consistent development. China and India are the countries with the highest scientific contributions. These findings reflect the increasing public awareness and attention to environmental issues, making green marketing strategies crucial in supporting environmental sustainability and the achievement of sustainable development goals. Theoretical Contribution/Originality: This research provides a theoretical contribution by revealing the trend of increasing scientific publications related to green marketing and sustainable development, particularly in developing countries such as China and India. These findings indicate a global shift in focus and an increase in public awareness regarding environmental issues, which in turn strengthens the role of green marketing as a primary strategy in supporting sustainable development. Additionally, the application of bibliometric analysis provides a new perspective in mapping the development and direction of research in this field. Keywords: Green Marketing, Sustainable Development, Bibliometric, VOSviewer
Saputra et al. (2025) studied this question.