Cite Space-Based Bibliometric Analysis of Green Marketing

“Lucid waters and lush mountains are invaluable assets”. Green marketing sustainable development have become crucial topics in economic social development. During 2019–2023, there nearly 952 publications on green marketing-related the Web of Science core database, a large number scholars researched marketing, but is still lack comprehensive systematic studies current status research hot trends. The main purpose this study to summarize sort out by reviewing literature related (enterprises vs. consumers). Meanwhile, using Cite Space 6.2 R2 software, past five years was screened, data were visualized analyzed, knowledge map cooperative authors, institutions, countries, keywords drawn an attempt discover hotspots major trends marketing. results show that citation frequency showed increasing trend from 2019 2023, highest reached 2022. appears more frequently USA, China, England has higher influence. management, firm performance, innovation, strategy, capability, development, business, market orientation, supply chain exploitation, responsibility, ecosystem, commitment, perceptions, competitive advantage, corporate responsibility reflect important themes research. This innovatively combines review bibliometric analysis, comprehensively systematically discusses based both textual perspectives, puts forward “individual-environment-economy-society” virtuous ecological cycle macro perspective.