Prita Prasetya, Mukhamad Najib

Integrated Analysis of Sustainable Marketing Research with Bibliometric Insights and Theoretical Framework Development

Introduction

Integrated analysis of sustainable marketing research with bibliometric insights and theoretical framework development. This study offers an integrated bibliometric analysis of sustainable marketing research, developing a theoretical framework. Discover key trends and themes to guide marketers, policymakers, and businesses.

Abstract

The purpose of this study is to develop a conceptual framework for sustainable marketing by conducting a bibliometric analysis to identify publication trends, and key research themes in the field of sustainable marketing. Bibliometric methods were used to analyze 351 articles indexed in Scopus, using VOSviewer for visualization. The data screening process followed the PRISMA protocol, focusing on journal articles written in English. Keyword co-occurrence and cluster analysis were used to identify research themes. The findings show a significant increase in publications on sustainable marketing since 2018, with six major research clusters. The research proposes an integrative framework for advancing sustainable marketing strategies across different regional and global contexts. It was limited to the Scopus database and focused on bibliometric analysis without integrating qualitative insights from other literature reviews. Future research could build on the proposed framework to address regional variations in sustainable marketing practices. The findings can provide valuable insights for marketers, policy makers and researchers to improve sustainable marketing strategies. The proposed framework can guide businesses in promoting sustainable consumption and policymakers in shaping ecosystems that support sustainability. It also offers theoretical and practical contributions to the literature on sustainable marketing.

Review

This study presents a timely and pertinent exploration into the rapidly evolving field of sustainable marketing, aiming to synthesize existing knowledge and propose a guiding theoretical framework. Utilizing a robust bibliometric analysis of 351 articles from the Scopus database, the research systematically identifies key publication trends, notably a significant surge since 2018, and delineates six major research clusters. The primary objective of developing an integrative conceptual framework for sustainable marketing is well-aligned with the identified gaps in the literature, providing a valuable mapping of the research landscape and offering a structured approach for future inquiry and practical application. The methodological rigor of the study is commendable, particularly the adherence to the PRISMA protocol for data screening and the use of VOSviewer for sophisticated visualization and cluster analysis. This systematic approach lends credibility to the identified publication trends and the delineation of research themes, ensuring a comprehensive and transparent review of the chosen dataset. The proposed integrative framework represents a significant theoretical contribution, serving as a much-needed organizational structure for advancing sustainable marketing strategies. Furthermore, the identification of distinct research clusters offers valuable insights for both researchers seeking to identify new avenues of study and practitioners looking to understand the multifaceted nature of sustainable marketing. While the study offers substantial contributions, it acknowledges certain limitations that are important to consider. The exclusive reliance on the Scopus database, while extensive, might inherently limit the scope and potentially omit relevant publications indexed in other databases or grey literature. Furthermore, the focus solely on bibliometric analysis, without integrating qualitative insights from traditional literature reviews, means the proposed framework's nuances and deeper theoretical underpinnings might not be fully explored. Future research could enhance this work by incorporating a broader range of sources and employing a mixed-methods approach to enrich the conceptual framework, potentially validating its applicability across diverse regional and global contexts as suggested by the authors.

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