Библиометријски и тематски преглед истраживања зеленог маркетинга и зеленог понашања потрошача од 2000. до 2022.
Sažetak
Навике прекомерне потрошње потрошача довеле су до исцрпљивања ресурса великом брзином што наноси штету животној средини. Зелени маркетинг је еволуирао као важан медиј за задовољавање људских жеља са минималним негативним утицајем на еко систем. Стога су многа истраживања спроведена у области зеленог маркетинга у последње две деценије. Међутим, расправа о његовом утицају на контекст понашања потрошача и даље има недостатак систематског и темељног библиометријског истраживања. Овај рад има за циљ да консолидује стандардно истраживање зеленог маркетинга библиометријским проучавањем објављених радова и чланака током последње 22 године од 2000. до 2022. Поред тога, резултати показују трендове развоја кључних речи, продуктивне и утицајне земаље, организације или институције, ауторе, истраживачкке чланке и часописе; међународне сарадње и ауторске обрасце о зеленом маркетингу и његовом утицају на понашање потрошача. Током периода истраживања примећује се постепени пораст истраживања о зеленом маркетингу који је превазиђен након ширења COVID-а 19. Библиометријском техником идентификовано је и анализирано укупно 482 чланка који су за овај период објављени у 216 часописа, књига, зборника конференција итд. каталогизираних у реномираном индексним базама и то Scopus и WOS (Web Of Science). Будућа истраживања могу покрити друге базе података ради свеобухватније анализе.
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