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<p>Despite growing interest in integrating sustainability or green transition into branding strategies, efforts to systematically review the literature on this topic remain relatively limited. This study explores various dimensions of green brand equity (GBE) literature, including document types, research growth patterns, prominent authors, influential works, research groups, geographical distribution and international collaborations, main schools of thought, and topical trends. A bibliometric-content analysis approach was adopted, utilizing Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) for screening and assessing the eligibility of 176 GBE Scopus-indexed documents from 2005 to 2023. VOSviewer was utilized for science mapping. The findings reveal a significant upward trend in GBE publications, predominantly in journal articles between 2005 and 2023. This study highlights four schools of thought in GBE: (1) Consumer and green brand relationships and green purchase intention, (2) Drivers and antecedents of GBE, (3) Green brand positioning and strategies, and (4) Impact of marketing and sustainable practices on GBE. Furthermore, the study highlights current topical trends, antecedents, consequences, mediators, and moderators of GBE; outlines future research directions. It also identifies the leading contributors to the field, including the most impactful countries, authors, documents, and research groups. It may offer valuable contributions and serve as a foundation for further shaping the themes and future research directions of the field.</p>

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A literature review on green brand equity and future research directions

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年11月28日

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  • Hang Thi Thu Trinh,
  • Truong Thi Hue,
  • Thi-Minh-Ngoc Luu,
  • Xuan-Hoa Nghiem,
  • Hiep-Hung Pham,
  • Luong Dinh Hai

摘要

Despite growing interest in integrating sustainability or green transition into branding strategies, efforts to systematically review the literature on this topic remain relatively limited. This study explores various dimensions of green brand equity (GBE) literature, including document types, research growth patterns, prominent authors, influential works, research groups, geographical distribution and international collaborations, main schools of thought, and topical trends. A bibliometric-content analysis approach was adopted, utilizing Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) for screening and assessing the eligibility of 176 GBE Scopus-indexed documents from 2005 to 2023. VOSviewer was utilized for science mapping. The findings reveal a significant upward trend in GBE publications, predominantly in journal articles between 2005 and 2023. This study highlights four schools of thought in GBE: (1) Consumer and green brand relationships and green purchase intention, (2) Drivers and antecedents of GBE, (3) Green brand positioning and strategies, and (4) Impact of marketing and sustainable practices on GBE. Furthermore, the study highlights current topical trends, antecedents, consequences, mediators, and moderators of GBE; outlines future research directions. It also identifies the leading contributors to the field, including the most impactful countries, authors, documents, and research groups. It may offer valuable contributions and serve as a foundation for further shaping the themes and future research directions of the field.