Green Advertising: A Review Based on Bibliographic Coupling Analysis

This study aims to map all scientific publications on green advertising and identify potential future research directions. The data included 204 English-language studies on green advertising that were searched in the Web of Science database. Bibliographic coupling analysis and thematic analysis methods were used to analyze the evolution of research on the topic over time. The results of the bibliometric analysis show that there are five main themes. From the thematic analysis, lines of research within each piece are identified, including ‘the effectiveness of green marketing’, ‘green consumption intention’, ‘green advertising and consumer behavior’, ‘green message’, ‘method of advertising’, ‘strategy of green advertising’, ‘credibility of green advertising’, ‘ambiguity and skepticism in green advertising g’, ‘greenwashing’, ‘environmental cooperation’, and ‘platform-led green initiatives. This study offers valuable insights into the latest and most significant achievements in green advertising, explicitly focusing on state-of-the-art thematic subjects. As a result, it identifies promising areas for future research that can contribute to advancing the research community.