Recent Research Trends in Green Marketing Studies: A Second-Level Analytical Study

Author

Faculty of Mass Communication, Menoufia University

Abstract

Green marketing is a strategic marketing trend that represents a fundamental shift in marketing thought, reflecting organizations’ commitment to social and ethical responsibility by adopting environmentally safe practices across all production and consumption processes. These practices aim to enhance the sustainability of natural resources and ecosystems, especially in light of the growing environmental problems facing the world today, which have begun to negatively affect all aspects of life on Earth. As a result, green marketing has become a prominent research area that has attracted significant attention in recent years. Accordingly, the present study aims to conduct a systematic literature review (SLR) of both Arabic and Foreign scientific literature related to green marketing and its various impacts during the period from 2014 to 2023. A total of 327 published research papers and academic theses were reviewed to identify the nature of emerging research trends and issues in the study of green marketing, the theoretical frameworks and methodological approaches adopted, and the key findings reached. The study seeks to provide a deeper understanding of green marketing practices, their impacts, and the barriers to their implementation. It also aims to present a future research vision for Arab research in this field that can support green and sustainable marketing practices for organizations across various sectors.
The study found that previous literature has focused on examining the elements of the green marketing mix and its various impacts, as well as the results of implementing green marketing in different production and service sectors. However, research interests related to developing accurate and comprehensive metrics to evaluate green marketing and constructing modern strategies for its implementation to meet the requirements of sustainable development have declined. The findings also revealed the multiple challenges that organizations face in adopting green marketing, highlighting the need for more qualitative studies on successful global experiences in this field, as well as the impact of new technological applications and digital transformation on the development of green marketing strategies and models to address these challenges.

Keywords


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