Recent Research Trends in Green Advertising; A bibliometric Analysis

Abstract

Green advertising has expanded tremendously and gained popularity over the past few years. Due to growing consumer awareness of environmental issues over the past decade, green advertising has undergone a significant transformation. Eco-conscious customers are greatly influenced by the concept of "green advertising." However, consumers often take green advertising at face value due to its environmental focus. To achieve sustainable future goals, it is essential for manufacturers, producers, and consumers to stay informed about the latest research discoveries and advancements in this area. By reviewing papers in English-language Scopus journals, this study employs bibliometric analysis to understand the research conducted in the field of green advertising.