Exploring International Outlooks on Collaboration in Green Marketing: Bibliometric Analysis

Abstract

As sustainability emerges as a global priority, the relationship between collaboration and green marketing warrants increasing scholarly attention. This study investigates research trends at this intersection through a bibliometric analysis of 575 projects published in 291 journals and conferences over the past two decades. Using VOSviewer for bibliometric mapping complemented by content analysis, the findings reveal a marked rise in academic engagement, particularly within Engineering, Environmental Sciences, and Business Economics, with citation growth underscoring the expanding relevance of the field. The analysis highlights a diverse and interconnected research landscape, with the Journal of Cleaner Production identified as a leading outlet and China, the United States, and India emerging as key contributors, led by China's extensive collaborative activity. Central thematic areas include green supply chain management and the integration of sustainability into economic strategies. The study offers both theoretical and practical contributions: it delineates research pathways for advancing literature while providing actionable insights for managers implementing green marketing initiatives. Specifically, it underscores the importance of partnerships, supply chain collaboration, regulatory alignment, knowledge exchange, and the incorporation of Corporate Social Responsibility (CSR) practices as critical strategies for enhancing organizational performance and advancing sustainable development.