Apollo: Journal of Tourism and Business

Vol 2, Issue 2, May 2024, Page 210-227

ISSN: 2985-5810 (Media Online)
DOI: https://doi.org/10.58905/apollo.v2i2.299

Mapping Sustainable Marketing Using Bibliometric Analysis

F Fitria1, Desi Tia Adisti2, D Dea3, Agum Gumelar4, Adi Setiawan5

Department of Management, Faculty of Economics and Business, Gunung Jati Swadaya University, Cirebon,
Indonesia

Author Email: fitriafit561@gmail.com1, desiadisti587@gmail.com2, xydeann02@gmail.com3,

agumnagara69@gmail.com4, a.setiawan28@gmail.com5

Abstract. Research on sustainable marketing is mapped using bibliometric analysis, which offers a
thorough picture of the field's current condition and future directions. By means of bibliometric
analysis using VosViewer and the collection of 1.385 articles, the study indicates a noteworthy
increase in publications and citations concerning the subject matter during the last ten years. Several
important clusters actively studying Sustainable Marketing, including sustainable consumer
behavior, sustainability orientation, consumption patterns, market segmentation, and stakeholder
roles, were found through analysis of author collaboration patterns. "Sustainable marketing
research" is the core research area, and the bibliometric network visualization displays the essential
terms and relationships between concepts. Though less thoroughly, subjects including customer
capital, sustainable management, sustainable business, and digital marketing were also covered.
This article's bibliometric analysis reveals some intriguing mapping findings. Collaboration in
research articles is revealed by the author's analysis. The report also presents the findings from
studies on sustainable consumer behavior. The study method on consumer sustainability challenges,
including customer capital, spending, and behavior, is outlined by the bibliometric analysis.
Bibliometric analysis, thus, offers a mapping of sustainability research, particularly in terms of
offering significant insights on specific sustainability challenges like consumer difficulties.

Keywords: Mapping, Marketing, Bibliometric, Collaboration, Sustainable.

1 Introduction
Numerous industries have reviewed their current organizational structures due to shifting market demands,
ambiguous client wants, ecological concerns, and limited economic returns. Government regulations and
consumer demand have made it vital for industrial processes to take into account the economic, environmental,
and social aspects [1]. In order to promote sustainability through cleaner production, effective supply chains, and
sustainable consumption, it is crucial to comprehend how businesses develop systems and implement plans and
give helpful tools to do so [2].
Discussions about how sustainability principles might be successfully implemented in businesses gave rise to
the phrase "business sustainability." corporate sustainability, according to some scholars, is a company's strategy
for attaining corporate competitiveness through the use of sustainable tactics [3]. The evolution of marketing
tactics has seen numerous phases over time. Among all of them, the one that has caused the most change in
marketing techniques over time is sustainability. In the literature, strategic sustainability has drawn more and more
attention [4][5]. The Bibliometric Approach to Mapping the Current State of Knowledge and Determining Trends
and Research Gaps in the Literature: A Crucial Tool to Assist in the Development of Scientific Projects [6].
To examine the data, bibliometric network mapping was employed. VOSviewer, a scientific ping analysis tool
map analysis tool, was used for the analysis. The results demonstrate a clear increase trend in the rates of
sustainability marketing study publication and citation during the previous ten years [7]. This study aims to give
a thorough picture of the status and future directions of sustainable marketing research using bibliometric
mapping. The study's findings can help practitioners, scholars, and policymakers comprehend the dynamics of
sustainable marketing research and recognize the potential and difficulties associated with successfully putting
this idea into practice in the corporate world.

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DOI: https://doi.org/10.58905/apollo.v2i2.299

2 Literature Review

Bibliometrics is the use of statistics to describe or show the relationship between published works and their
associated metadata [8]. The ability of one or more entities, either separately or jointly, to endure and prosper over
an extended period of time is known as sustainability marketing. Examining the social dimensions of sustainability
through the lens of consumers and employees is becoming more and more popular. Numerous studies show that
consumers' intentions to buy a product are positively impacted by their perception of the product's environmental
sustainability. "The actions of individuals to meet their needs" is the definition of sustainable consumer
behavior[9][10][11]. Engaging in sustainability marketing initiatives can positively impact a company's ability to
maintain its existence, boost its profitability, and enhance its brand image. Usually, the goal of these sustainability
projects is to reduce the amount of energy and materials used, as well as to produce goods that have a reduced
environmental impact [12][13].
The tremendous rise in environmental challenges and the worldwide public's knowledge of this situation has
made sustainability a strategic priority. A corporation practices "sustainability marketing" when its marketing
approach is centered on promoting the environment and society [14] [15]. A systematic strategy and execution
procedure towards sustainability has become crucial for international enterprises operating in global marketplaces.
However, prior research on sustainability has found a number of benefits linked to corporate sustainability,
including increased productivity, the ability to draw in clients and open up new markets, and social branding all
of which are acknowledged as elements that help businesses succeed and acquire a competitive edge [16][17].
Demand for sustainable goods and services is rising as a result of consumers' growing awareness of
sustainability and their willingness to take action to improve the planet. Many business plans now include
sustainability as a key component, and from a commercial standpoint, being environmentally conscious may add
value and boost productivity [18][19]. Sustainability concerns are those that have an impact on the environment
or society's well-being. The use of resource-efficient technology, sustainability reporting programs, and the
provision of sustainable goods and services, as well as product-service pairings, should all be part of the company's
sustainability initiatives [20][21].
Value creation is refocused to include multiple stakeholders, the environment, and customers in a sustainable
business model. based on three sustainable consumption practices that show varying degrees of customer
dedication. The goal of sustainability is to satisfy present demands without jeopardizing the interests of future
generations. There are three components to sustainability: the financial, social, and environmental facets
[22][23][24]. The term "sustainable" is now commonly used both in business and in general life. Nowadays,
companies can use sustainability as a corporate performance metric. A company's level of sustainability
integration is gauged by its Corporate Sustainability Performance (CSP) [25][26][27].
Sustainability is becoming an increasingly pressing issue in today's society [28]. Sustainability certifications
are frequently employed in an attempt to satisfy consumer demand for more environmentally friendly corporate
operations and boost product preference. Because marketing initiatives frequently aim to improve the value-in-
behavior of sustainable habits, value in sustainability marketing can be distinct [29][30]. Where in business models
sustainability integration is most likely to happen has been the subject of several studies.sustainability is largely
dependent on market orientation for companies with employees who are well-prepared. [31][32]. Processes that
maintain and preserve the values and practices associated with this state' such as the resources, actions, and
processes necessary to ensure the continued existence of something valuable [33].
In order to account for the triple bottom line of corporate sustainability constructs economic, social, and
environmental it appears that the development of sustainable strategies on a global scale is pertinent. The
combination of environmental, social, and economic factors is embodied in sustainability. The way sustainability
is conceptualized emphasizes how these interrelated elements are reinforced and how crucial it is to align them
holistically [34][35]. Most people agree today that one of the most important issues facing our globalized society
which consumes a lot of resources—is sustainability. Additionally important as a marketing strategy are
sustainable products. Instead than existing as a pillar or a supplement to a company's strategy, sustainability
marketing ought to be ingrained in it [36][37].

Table 1. Bibliometrics

Factor Description Source

Brand Brand equity and the brand-consumer [38], [39], [40], [41]
relationship are key in masstige strategies.
Changes in brand mental representation
influence consumer perceptions. The digital era
creates demand for affordable digital products,
reshaping retail business models. Brands are
more than identities; they are systems of values,

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ideas, and emotions forming a cohesive identity.

In business, brands are vital sources of
competitive advantage (Aaker, 1996).
Business Model A business model encompasses how a company [42], [43], [44], [45]
generates value for customers and captures a
portion of that value. It includes cost, revenue,
and profit flows. While often associated with
traditional business, the term is also applied to
social enterprises. Business model innovations
are seen as yielding higher returns than product
or process innovations, with sustainable models
offering additional benefits like risk mitigation
and value co-creation opportunities. Ultimately,
a business model guides how a firm operates to
execute its strategy and deliver value to
customers.
Customer Equity Customer equity refers to the total value derived [46], [47], [48],
from both existing and potential customers, [49], [50], [51], [52]
encompassing their lifetime value discounted
over time. It can be converted into short-term
profitability through marketing efforts,
leveraging long-term assets for immediate
gains. Customer equity is crucial for
understanding a firm's stock market value and
long-term success, driven by factors like brand
health and customer relationships. Strong
customer equity leads to increased revenue,
reduced costs, and higher profits, facilitating
brand extensions and licensing opportunities.
Essentially, it recognizes customers as assets,
with long-term relationships yielding consistent
profits over time.
Retailer Retailers and their supply chain partners are [53], [54]
organized in separate functional departments
such as sales, marketing, distribution, human
resources, store management, accounting, and
finance. However, in the retail industry, the
challenge of determining the optimal inventory
replenishment policy is increasingly important
as products with uncertain demand and varying
lead times are commonly present. In addition,
the role of retailers as intermediaries between
producers and consumers demands more
attention to ethical values without neglecting
economic considerations.
SMEs The development of big data analytics [55], [56]
capabilities (BDAC) is crucial for small and
medium enterprises (SMEs) to integrate into the
evolving mainstream agro-food markets
successfully. For SMEs to sustain their
participation in these changing markets, they
must adapt their technology, management, and
organization while ensuring they have the
necessary financial resources and continuously
evolving to match the shifts in supply chains.
SMEs, comprising the majority of businesses
globally, are pivotal in driving economies and
fostering innovation, particularly in emerging-
market economies where they serve as the
primary engines of employment and economic

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growth. Therefore, understanding. SMEs as a

diverse entity distinct from larger corporations
is essential, as they require tailored strategies to
navigate the complexities of contemporary
markets effectively.
Suply Chain Since the inception of the concept of supply [57], [58]
Management chain management (SCM) in 1982, studies have
extensively explored the comparisons between
logistics and supply chain management. Supply
chain management practices have evolved to
encompass not only efficient procurement and
distribution but also integration of
environmental criteria into organizational
purchasing decisions and fostering long-term
relationships with suppliers. Green supply chain
management (GSCM) has emerged as an
environmental innovation within SCM
frameworks. While SCM primarily focuses on
the processes involved in obtaining and moving
goods and services, its scope has expanded to
include sustainability considerations and
strategic partnerships along the entire supply
chain.
Sustainable Behavior Another way individuals shape their social [59], [60]
image is through sustainable behavior, which is
influenced by their personal characteristics. This
study hypothesizes that sustainable behavior is
mediated by the manager's perception of the
firm's sustainable behavior advantage.
Sustainable Business Sustainable business performance is typically [61]
Performance assessed across three main dimensions:
environmental, economic, and operational
performance. While sustainable business
practices (SBPs) are recognized as a potential
source of competitive advantage, academic
research on this topic within certain industries
remains limited. Notably, sustainable business
practices are characterized by economic areas
and indices showing a positive trend above
established targets, alongside social and
ecological areas also exhibiting positive trends
above company-set targets.
Sustainable Business Sustainable business practices (SBPs) are [62], [63]
Practice widely regarded as a potential source of
competitive advantage. However, academic
research focusing on this aspect within specific
industries remains scarce. Notably, sustainable
business practices entail economic areas and
indices exhibiting a positive trend surpassing
established targets, alongside social and
ecological areas also demonstrating positive
trends exceeding company-set targets.
Sustainable Sustainable consumer behavior has been [64], [65]
Consumer Behaviour characterized differently by various scholars,
encompassing a broad spectrum of elements and
interpretations. Generally, sustainable consumer
behavior refers to actions that enable the
fulfillment of present needs without
compromising the environment's capacity to
meet the needs of future generations.

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Sustainable The Sustainable Development Goals (SDGs), [64], [66], [67],

Development Goal introduced by the United Nations, carry [68]
significant implications for businesses. They
shift the focal point of accountability towards
firms, emphasizing their role in contributing to
sustainable development. The emphasis on
SDGs not only opens up new avenues for
empirical research, including interdisciplinary
studies, but also encourages innovation in
accounting theoretical frameworks. These goals
are directly linked to the "Brundtland
Commission" report "Our Common Future,"
presented to the UN in 1987. In essence, the
SDGs are imperative for societies to address
their most pressing challenges and work towards
a sustainable future.
Sustainable Sustainable entrepreneurship is a relatively new [69], [70]
Entrepreneurship concept, emerging both in practice and scholarly
research. Our paper aims to provide a theoretical
foundation for this evolving field. Sustainable
entrepreneurship is seen as highly desirable
from a social welfare standpoint, contrasting
with approaches like end-of-pipe activities. This
perspective underscores the importance of
proactive, forward-thinking initiatives that not
only address immediate concerns but also
contribute to long-term societal and
environmental well-being.
Sustainable Supply The concept of sustainable supply chain [71], [72], [73],
Chain Management management (SSCM) has garnered significant [74]
attention in the past decade. Literature on SSCM
has been reviewed to understand its impact on
interactions with sub-suppliers. While
companies may initially be hesitant to disclose
non-sustainable activities, transparency can
foster sustainability and a competitive edge.
SSCM, at the intersection of supply chain
management and sustainability, has developed
extensively in response to stakeholder pressures
for triple bottom line performance across
economic, social, and environmental
dimensions.
Sustainable Sustainable marketing as the process of [75]
Marketing planning, implementing and controlling the
development, pricing, promo- tion, and
distribution of products in a manner that
satisfies the following three criteria: (1)
customer needs are met; (2) organisational goals
are attained; and (3) the process is compatible
with eco-systems.
Marketing Marketing innovation is often merged with the [76]
Innovation dominant technological focus underpinning
product or service innovation, there is a growing
trend to consider the innovation potential
offered by the development of new distribution
channels, branding strate- gies, communication
types or pricing mechanisms. Marketing
innovation implements the novel offerings of
product design, placement, promotion, and
pricing for existing and potential customers and

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allows firms to convert customer needs into

value creation.
Marketing Marketing capability encompasses a firm's [77], [78]
Capability interconnected organizational processes
involved in various marketing activities,
including product offering, pricing, channel
management, marketing communications,
planning, and implementation. It is dynamic,
highlighting the importance of prioritizing
business-to-business (B2B) marketing
capabilities. Understanding how B2B marketing
capabilities converge and diverge
(crossvergence) across different contexts is
crucial for effective strategic decision-making
and adaptation to diverse market environments.

3 Method

This study uses qualitative research that employs a historical approach. Bibliometric analysis is a technique
for discovering scientific trends and organizing research assuring the information quality and establishment of the
findings obtained [79]. The study was carried out in two phases, with published articles serving as the source of
research data. The gathered information was then examined using a bibliographic analysis. Bibliometric research
focusing on spatial issues varies in a number of ways [80]. This analysis aided in the understanding of the mapping
and subsequent developments in resilience marketing research. Consequently, future researchers may find the
research findings useful in choosing study individuals and variables. Therefore, in order to locate bibliographic
data sources, a research content analysis was done. Utilizing VOSviewer, bibliometric networks were constructed.
Data extraction is made possible by this software, including authorship, journals, organizations, countries, and
keywords [79]. The Publish or Perish (PoP) application is used to search for articles. The search used keywords
from previous researchers who published articles on Sustainbility Marketing.

3.1 Method Of Collecting Data

The data collection consisted of research papers from five leading journal groups: 1) Elsevier, 2) Emerald, 3)
Springer, 4) Taylor and Francis, 5) IEE. Articles were collected from accessible databases of the six journal
groups. Based on Publish or Perish (PoP), article searches the help of this software, you can find papers relevant
to your research topic. The data collection process using Publish or Perish is as follows:Buka program Publish or
Perish.
1. Open the Publish or Perish program.
2. Enter keywords/phrases that match the chosen title, such as “Sustainability Marketing”.
3. The combination of words used consists of 5 combinations, such as “Sustainability Marketing”, “Brand”,
“Customer Equity”, “New Business Model”, and “Retailer”.
4. Next, 1385 articles were purchased through Publish or Perish with the combination of keywords and titles
indicated.

3.2 Data Analysis Method: Bibliometric

Displaying the results of this bibliometric analysis in the form of mapping data, the Vosviewers application
was used. To explore the network, Visualization of Similarity (Vosviewers) uses text mining techniques to find
relevant combinations of ideas and component flavors in an integrated mapping, and uses a clustering approach
to cite and analyze the data. It is an analytics application that brings events together. The results are used to map
the field and create bibliographies. With Vosviewer.

4 Result and Discussion

4.1 Number Of Years Of Publication

Given its importance to the global economy and its considerable impact on public health and environmental
protection through issues like waste management, the promotion of sustainable consumption, and social and
environmental sustainability, sustainability marketing.

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70 196 223
2022
196
203
2019 155
160
162
2016 140
127 143
2013 122134
2010 91 106 122
2007 98
51 63
2004
27 41 59
2001 22 3039
1998 1520
17
10
1995 10
3 7
1992
12
2
1985 1
1
1
Thn_1887 1

Figure 1. Number Of Years Of Publication

Based on the graph shown, the number of articles or publications on "Sustainability Marketing" has increased
significantly in 2019 compared to previous years. This can be inferred due to the increasing awareness of the
importance of implementing sustainable and environmentally friendly marketing practices. Under these
circumstances, a large number of researchers investigated Sustainability Marketing as a business marketing tool,
both for keywords and article titles. There are 1.385 articles that discuss Sustainability Marketing from 1.887 to
2022. In 2023 the title "Sustainability Marketing" is less attractive to be appointed as an article title and has not
increased in 2023. The value continues to increase every year. Coauthor's Analysis. The author used Google
Scholar (GS) rankings to conduct his analysis; GS performs the same task as Thomson ISI Web of Knowledge,
which is to generate a Journal Impact Factor (JIF), which is used to evaluate the impact factor of an article. Free
access allows researchers to use the articles as references. GS rankings indicate a ranking based on the frequency
of how often an article is cited in a given year. In other words, it gives permission to anyone to cite the provided
article.

Table 2. Active Publications Per Year 2000 – 2023

Author’s Title Rating GS

LE Greiner (1989) Evolution and revolution as organizations grow. 980
JB Smith, M Colgate Customer value creation: a practical framework. 980
(2007)
YS Chen, CH Chang Enhance green purchase intentions: The roles of green 979
(2012) perceived value, green perceived risk, and green trust
WM Lim (2017) Inside the sustainable consumption theoretical toolbox: 979
Critical concepts for sustainability, consumption, and
marketing
MT Chowdhury, A Sarkar, Enhancing supply resilience in the COVID-19 pandemic: 979
PK Saha (2020) a case study on beauty and personal care retailers
P Matthyssens, K Creating competitive advantage in industrial services 977
Vandenbempt (1998)
R Cagliano, CG Worley, The challenge of sustainable innovation in agri-food 977
FFA Caniato (2016) supply chains
M Assink (2006) Inhibitors of disruptive innovation capability: a conceptual 976
model
MP Miles, JG Covin Environmental marketing: A source of reputational, 976
(2000) competitive, and financial advantage
K Vehmas, A Raudaskoski, Consumer attitudes and communication in circular fashion 976
P Heikkilä (2018)
G Seyfang (2009) The new economics of sustainable consumption 976
RT Frambach, N Organizational innovation adoption: A multi-level 975
Schillewaert (2002) framework of determinants and opportunities for future
research
AK Patwary, M Mohamed, Green purchasing behaviour of international tourists in 975
MK Rabiul (2022) Malaysia using green marketing tools: theory of planned
behaviour perspective

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MS Ab Talib, ABA Hamid, Halal supply chain critical success factors: a literature 975
MH Zulfakar (2015) review
S Liudmyla (2023) Performance Marketing in the Management of Supply 975
Chains Sustainable Development
AL Jorgensen, JS Knudsen Sustainable competitiveness in global value chains: how 974
(2006) do small Danish firms behave?
KH Lau, Y Wang (2009) Reverse logistics in the electronic industry of China: a 974
case study
A Le, KL Tan, SS Yong, P Perceptions towards green image of trendy coffee cafés 973
Soonsap, CJ Lipa (2021) and intention to re-patronage: the mediating role of
customer citizenship behavior
S Thanki, J Thakkar (2018) A quantitative framework for lean and green assessment 973
of supply chain performance
E Pantano, G Pizzi, D Competing during a pandemic? Retailers' ups and downs 972
Scarpi, C Dennis (2020) during the COVID-19 outbreak
P Ellis (2000) Social ties and foreign market entry 971
JW Peltier, AJ Dahl, JA Artificial intelligence in interactive marketing: A 971
Schibrowsky (2023) conceptual framework and research agenda
SAA Bukhari, F Hashim, Green Banking and Islam: two sides of the same coin 971
AB Amran (2019)
A Garzoni, I De Turi, G Fostering digital transformation of SMEs: a four levels 971
Secundo (2020) approach
A Menon, A Menon, J Evolving paradigm for environmental sensitivity in 970
Chowdhury (1999) marketing programs: a synthesis of theory and practice
NM Suki (2013) Young consumer ecological behaviour: The effects of 970
environmental knowledge, healthy food, and healthy way
of life with the moderation of gender and age
F Caniato, LM Gelsomino, Does finance solve the supply chain financing problem? 970
A Perego (2016)
LG Papageorgiou 2009) Supply chain optimisation for the process industries: 970
Advances and opportunities

The list of GS titles and rankings presented provides an interesting overview of research topics of interest in
the fields of management, marketing, innovation, and supply chain. The list includes journal articles from a wide
time span, ranging from 1.887 to 2023, showing diverse coverage in terms of publication years.

4.2 Co Author Analysis

The quantity of publications cited and their potential value to future scholars can both be ascertained with the
aid of citizen analysis. Particularly in 2023, there will be an increase in the number of academics delving into the
field of digital marketing in sustainable marketing. It is likely that this number will rise in the next years.

Table 3. Co Author Analysis

Author’s Name Title Citied Frequency

DJ Teece (2010) Business models, business strategy and innovation 13498
S Seuring, M Müller (2008) From a literature review to a conceptual framework for 7939
sustainable supply chain management
D Buhalis (2000) Marketing the competitive destination of the future 7540
LE Greiner (1989) Evolution and revolution as organizations grow 7298
JC Henderson, H Strategic alignment: Leveraging information 6871
Venkatraman (1999) technology for transforming organizations
H Chesbrough (2010) Business model innovation: opportunities and barriers 6708
B Yoo, N Donthu, S Lee An examination of selected marketing mix elements 6391
(2000) and brand equity
N Bontis (1998) Intellectual capital: an exploratory study that develops 6055
measures and models
C Grönroos (1997) Keynote paper From marketing mix to relationship 5898
marketing‐towards a paradigm shift in marketing

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Author’s Name Title Citied Frequency

DM Lambert, MC Cooper Issues in supply chain management 5662
(2000)
CR Carter, DS Rogers (2008) A framework of sustainable supply chain management: 5503
moving toward new theory
GA Knight, ST Cavusgil Innovation, organizational capabilities, and the born- 4892
(2004) global firm
C Zott, R Amit (2010) Business model design: An activity system perspective 4861
NMP Bocken, SW Short, P A literature and practice review to develop sustainable 4849
Rana, S Evans (2014) business model archetypes
M Morris, M Schindehutte, J The entrepreneur's business model: toward a unified 4630
Allen (2005) perspective
VTC Middleton, JR Clarke Marketing in travel and tourism 4621
(2012)
M Laroche, J Bergeron Targeting consumers who are willing to pay more for 4568
(2001) environmentally friendly products
L Harvey, D Green (1993) Defining quality 4212
SA Zahra, E Gedajlovic, DO A typology of social entrepreneurs: Motives, search 4027
Neubaum (2009) processes and ethical challenges
R Kemp, J Schot, R Hoogma Regime shifts to sustainability through processes of 4004
(1998) niche formation: the approach of strategic niche
management

4.3 Bibliometric Analysis

4.3.1 Coauthoring Analysis

A visual representation of author collaboration patterns reveals the presence of multiple research groups or clusters
that collaborate to produce publications. Authors including Wang, S.; Kim, J.; Ko, E.; Kim, Kh.; Wang, H.; Sarkis,
J.; Thakkar, J.; and Deshmukh, Sg. comprise the biggest and closest-knit cluster. Further clusters of close
collaboration include Govindan, K; Raut, Rd.; Singh, Rk.; Kumar, A.; Mathiyazhagan, K.; Mangla, Sk. There are
however those authors who seem to be more solitary and smaller collaborative groupings. The hues and sizes of
the circles represent each author's respective productivity or contribution level.

Figire 2. Coauthoring Analysis

The collaboration of the authors demonstrates a strong commitment to the continuation of Sustainability
Marketing research This is the name of the research conducted by the authors of the study.

4.3.2 Bibliometric Network Visualization Analysis

Based on the results of the analysis using VOSViewer which performs co occurence analysis, 16 keywords
related to sustainable marketing were found. To get more specific keywords, the frequency of keywords is limited
to 5 occurrences. From these restrictions, 404 keywords were obtained which were divided into 27 clusters.

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Table 4. Bibliometric Network Visualization Analysis

Cluster Keywords
Cluster 1 Clothing industry, collaborative relationship, complex supply chain, ethical consumer
behaviour, fashion supply chain, large retailer, market demand, market supplier, retail
company, retail industri, retail sector, social management capability, social
sustainbility, strategic orientation, suplier development, supplier relationship, supply
chain disruption, supply chain strategy, sustainbility literature, sustainbility clothing
market, sustainbility supplier sellection, sustainbility supply chain, upstream supplier,
upstream supply chain, whole supply chain.
Cluster 2 B2b marketing, brand loyalty, bussines decision, bussines model concept, bussines
model decision, bussines network, customer centric approach, customer experience
management, digital marketing capability, foreign market, fundamental change, future
research opportunity, higher market share, industrial market, industrial marketing,
international expantion, internet marketing, market growth, market position, market
size, marketing concept, marketing paradigm, marketing scince, sustainble approach,
sustainble fashion industry
Cluster 3 B2b branding, bibliometric mapping, buying behaviour, concumer perseption,
consumer purchase intention, consumer trust, corporate reputation, customer capital,
entrepeneurial activity, entrepenurial orientation, finansial return, green consumerism,
intagible, internal marketing, local comunity, market power, marketing information,
purchase intention, pyramid, strategic reorientation, sustainable management,
sustainble marketing management.
Cluster 4 Circullar supplier chain, contruction industry, concumers willingness, customer
acquistion, customer behaviour, digitalization, economic, employe green behaviour,
environmental goal, future customer, green human resource, market potential, market
share growth, organization sustainbility, sustanble business approach, sustanble
development goal, sustainble entrepreneur, sustainble enviroment, sustainble
integration, sustainble practice, sustainble supply chain, sustainble tourism
development.
Cluster 5 Conseptualization, consumer purchase decision, corporate strategy, environmental
value, ethical consideration, ethical consumer, ethical consumption, ethical marketing,
further opportunity, green marketing orientation, green need, individual strategy,
marketing influence, proenvironmental product, sustainability behavior, sustainability
marketing literature, sustainability marketing research, sustainability marketing,
sustainable consumer, sustainable consumer behavior, sustainability waste
management practice.
Cluster 6 Apparel product, concumers demand, ethical fashion, ethical fashion brand, fashion
company, local supplier, responsible behavior, reserve supply chain, scrm, small
supplier, supplay chain manager, supply cahin risk management, supply chain
sustainability, sustainability certification, sustainable business strategy, sustainable
fashion supply chain, sustainable production, sustainable supply, sustainable textile.
Cluster 7 Behaviour change, brand image, comparative study, consumer perspectiv, consumption
behaviour, csr communication, environmental attitude, environmental corporate social
responsibility, environmental strategy, green brand equity, green marketer, green
purchase, green purhase behaviour, green purchase intention, green trust, purcahse
decision, social marketing research, sustainable consumer consumption, sustainable
consumer behaviour.
Cluster 8 Adaptive marketing capability, brand decision, consumer good, corporate brand,
customer orientation, dynamic market, environmental turbulance, market information
management capability, market inteligance, market knowladge, market requirement,
market research agency, market strategy, marketing organization, marketing
performance, marketing program, superior customer value, sustainable innovation,
transformational leaders
Cluster 9 Buyerseller relationship, competitor, customer engagement, dynamic organizational
capability, first tier supplier, green supply, industrial network, innovative bussiness
modal, international bussiness, international marketing, local market, marker research
firm, marketing agility, marketing analytic, professional market research firm, sme
manager, sme supplier, sustainable advantage.

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Cluster Keywords
Cluster 10 Bussiness operation, current tren, customer need, eco, focal company, future direction,
green behaviour, green consumption behaviour, greening, log transformation, market
leader, market sensing, market turbulence, marketing planning, planned behaviour,
sustainable economy, sustainable market orientation, technological change.
Cluster 11 Brand awareness, branding strategy, competitive strategy, consumer desicion making,
corporate image, experintial marketing, food retailing, food smmes, green concern,
responsible product, strength, supply chain flexibility, supply chain perspective.
Cluster 12 B2b context, customer desicion, customer equity driver, customer loyalty, electronic
industry, enviromental knowladge, enviromental problem, friendly product, green
activity, green entrepreneurial orientation, green issue, green supply chain management
practice, innovative product, purchasing decision, strong brand, sustainable firm
performance.
Cluster 13 Achievement, b2b market, behavioural intention, bibliometric analysis, buyer
behaviour, customer behaviour, environmental behaviour, environmental segmentation
alternative, green consumer behavior, green consumer behaviour, green economy,
green hotel, green marketing innovation, sustainable business development,
sustainable consumption behavior, sustainable manufacturing,
Cluster 14 Automobile industry, business organization, deep learning, eco efficiency,
entrepreneurial action, environmental degradation, farmers market, green business,
green business practice, greening goliath, human resource management, marketing
sustainability, process innovation, sustainable entrepreneurship, sustainable
technology.
Cluster 15 Apparel supply chain, business sustainability, Chinese supplier, economic
performance, green hrm practice, green supplier, green supply chain practice,
institutional pressure, interpretive structural modeling, market perspective, micro,
msmes, retail store, supply chain resilience.
Cluster 16 Closed loop supply chain, comprehensive review, consumer awareness, creative
destruction, economic factor, entrepreneurial intention, financial market, green design,
integrative framework, loop supply chain, market communication, market offering,
technological innovation
Cluster 17 Apparel industry, ethical foundation, fast fashion, local brand, luxury brand, market
economy, marketing strategist, sustainability challenge, sustainable fashion,
sustainable manner, sustainable market segment, textile, textile industry
Cluster 18 Customer value creaticion, distributor, food retailer, food waste, green supply chain
management literature, innovative marketing, marketing management, retail trade,
supplier management, supply chain management practice, supply chain partner,
sustainable strategy, traditional market research
Cluster 19 B2b, circular fashion, comparative analysis, consumer attitude, customer attitude,
environmental dimension, ethical issue, green buying behavior, marketing tool,
sustainable marketing activity, sustainable marketing strategy, sustainable value
Cluster 20 Brand value, bussines market, customer demand, customer lifetime value, decision
tree, e bussines, e marketing, interaction factor, segmentation, strategic decision,
strategic planning, sustainable bussines perfomance
Cluster 21 Cleaner production, environmental marketing, fast fashion industry, integral part,
market study, marketing orientation, strategic approach, sustainable corporate
entrepreneurship, sustainable marketing performance, sustainable orientation,
transition economy
Cluster 22 Apparel company, operations management, product sustainability, relationship
marketing theory, seller, strategic perspective, supply chain transparency, supply
network, sustainability management, sustainability strategy, sustainable organization
Cluster 23 Company performance, competitive environment, corporate social responsibility
disclosure,greend bond, investment decision, investor, market reaction, market value,
sustainability information, technology acceptance model
Cluster 24 Consumer support, environmental consciousness, ethical practice, green intellectual
capital, green knowlage, green purchasing, marketing theory, planned behavior, pro
environmental behavior, sustainable businss
Cluster 25 Corporate environmental responsibility, environmental protection, green brand,
lifestyle, market survey, strategic management

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Cluster Keywords
Cluster 26 Economic sustainability, industry sector,innovation performance, supply chain
management activity, sustainable manucfaturing practice,
Cluster 27 Bussines perspective, food sector, supply chain issue.

4.3.3 Analysis Network Visualization

The image displays the highest concentration of research (dark purple) on the subjects of "individual strategy"
and "sustainability marketing research." There is also a lot of focus on subjects like "ethical consumer,"
"sustainable consumer behavior," and "sustainable purchasing behavior" (blue-orange). In the meanwhile, less
thorough research was done on subjects like "segmentation," "sustainable management," and "sustainable
entrepreneurship" (green hue). Less research was done on topics like distributors, investment choices, customer
capital, and social sustainability (pink-red color). The research concentrations for "digital marketing capability"
and "marketing concept" are the lowest (light green hue). An overview of the degree of research attention on
numerous connected areas is given by this image.

Figure 3. Analysis Network Visualization

4.3.4 Analisis Visualisasi Overlay

The primary research issues (highlighted in yellow) are sustainable consumer behavior, sustainability
orientation, consumption patterns, market segmentation, sustainable fashion, and the role of stakeholders in social
sustainability, as determined by the analysis of the Overlay Visualization. The research's central term is
"sustainability marketing research" (dark green). Although not as much as the primary topic (light green hue),
topics including sustainable entrepreneurship, sustainable management, customer capital, and digital
marketability are also explored. Conversely, marketing concepts, ethical consumers, and individual techniques
receive less attention (purple color). The graphic shows where study is concentrated and distributed throughout a
range of subjects. It also suggests possible directions for future investigation into understudied subjects.

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Figure 4. Analisis Visualisasi Overlay

4.3.5 Density Visualization Analysis

Visualization of the VOS viewer in the figure A thorough summary of the subjects of sustainable marketing
and sustainable consumer behavior is given by the visualization. In many studies, the term "sustainability
marketing research" is central. There is a strong correlation between important terms like ethical consumers,
sustainable consumer behavior, sustainability orientation, purchasing behavior, and consumption patterns.
Important topics like customer capital, digital marketing capabilities, segmentation, sustainable entrepreneurship,
sustainable management, and the engagement of distributors, suppliers, retailers, and investors were all
represented by a number of keyword clusters that were created. In order to better comprehend advancements and
trends in the field, this visualization offers a thorough summary of the major subjects, research clusters, and links
between ideas.

Figure 5. Density Visualization Analysis

5 Conclusion

Conclusions on the research of Sustainable Marketing shows a significant upward trend in publications and
citations over the past decade, reflecting the importance of this topic across different sectors of industry and
academia Bibliometric analysis of this journal article reveals a significant upward trend in publications and
citations of research on Sustainable Marketing over the past decade, reflecting the importance of this topic in
various industrial and academic sectors. Based on the graph shown, the number of articles or publications on
"Sustainable Marketing" has increased significantly in 2019 compared to previous years until 2022. The title

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"Sustainability Marketing" is less attractive to be appointed as an article title and has not increased in 2023. The
visualization provides a comprehensive overview of research concentration on sustainability marketing topics.
The highest concentration is on "sustainability marketing research" and "individual strategy" (dark purple), with
significant attention to "ethical consumer," "sustainable consumer behavior," and "sustainable purchasing
behavior" (blue-orange). Topics like "sustainable entrepreneurship," "sustainable management," and
"segmentation" have less intensity (green), while "customer capital," "investment decisions," "distributors," and
"social sustainability" are less explored (pink-red). The least researched are "digital marketing capability" and
"marketing concept" (light green). The analysis highlights major research areas such as sustainable consumer
behavior, sustainability orientation, and the role of stakeholders in social sustainability (light yellow), identifying
"sustainability marketing research" as the core (dark green). Clusters formed include sustainable entrepreneurship,
customer capital, and digital marketability, illustrating trends and potential areas for further exploration.This can
be concluded due to the increasing awareness of the importance of implementing sustainable and environmentally
friendly marketing practices. The highest concentration of research lies in the topics of sustainable consumer
behavior, sustainability orientation, consumption patterns, market segmentation. Other topics such as sustainable
entrepreneurship, sustainable management, customer capital, and digital marketing are also explored albeit with
lesser intensity. The bibliometric network visualization maps the main keywords and linkages between various
concepts, with "sustainable marketing research" at the center.
Recommendation of future research could under-researched areas such as marketing concepts, ethical
consumers, and individual strategies in the context of Sustainable Marketing.

Further exploration of buzzwords such as sustainable marketing, sustainable consumer behavior, customer
capital, sustainability orientation, market segmentation, and sustainable entrepreneurship can also broaden the
scope of research. Collaboration across disciplines and industry sectors is encouraged to foster new perspectives
and approaches. The findings of this research can be utilized by academics and practitioners to identify
opportunities and challenges in implementing Sustainable Marketing in business practice. The development of
comprehensive theoretical frameworks and empirical models is urgently needed to understand the impact of

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Sustainable Marketing on organizational performance and sustainability. Thus, Sustainable Marketing research
can continue to contribute to promoting socially and environmentally sustainable businesses.

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