Bibliometric Analysis Using Vosviewer on Research Trends in Marketing with the Theme of Green Buying Behavior in Google Scholar
Abstract
This paper aim to explores the emerging focus on environmentally conscious consumer practices. Utilizing a bibliometric approach, the study examines 352 scholarly articles sourced from Google Scholar, utilizing the Publish or Perish application and VOSviewer software for data visualization and mapping.
Key findings highlight a steady increase in research interest, particularly after 2021, indicating a growing academic and practical emphasis on green buying behaviors. The study presents a chronological publication trend and identifies the most prolific publishers and researchers in the field. Additionally, the research network's mapping illustrates the central themes and connections among various factors influencing green buying behavior, such as consumer awareness, marketing strategies, and the environmental impact of consumer choices.
This comprehensive bibliometric analysis not only charts the evolution of research in this area but also suggests that increased attention to green marketing strategies could significantly influence consumer behavior. This is visually supported by network and density visualizations that depict the relationships and research intensity in the field, pointing to potential future directions for both academic study and practical marketing applications
References
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