The Role of Green Marketing in Driving Circular Economy: A Systematic Literature Review with Bibliometric Insights from Database Scopus
Dublin Core
Title
The Role of Green Marketing in Driving Circular Economy: A Systematic Literature Review with Bibliometric Insights from Database Scopus
Creator
Lili Purwanitasari, Budi Eko Soetjipto
Proceedings Item Type Metadata
meta_title
The Role of Green Marketing in Driving Circular Economy: A Systematic Literature Review with Bibliometric Insights from Database Scopus
Abstract/Description
The integration of green marketing and circular economy has gained significant attention in recent years as businesses and policymakers seek sustainable solutions to environmental challenges. This study employs a Systematic Literature Review (SLR) combined with bibliometric analysis using Vosviewer to examine research trends, key themes, and academic contributions related to green marketing in the circular economy framework. Based on 76 articles from the Scopus database (2020–2025), the findings indicate a rising research interest, peaking in 2024, before declining in 2025, highlighting potential shifts in academic focus or industrial implementation challenges. The bibliometric analysis reveals that China and India dominate research contributions, while business, management, and environmental sciences are the most explored disciplines. However, gaps remain in the digitalization of green marketing, sector-specific implementation, consumer behavioral impact, and policy effectiveness in fostering circular economy adoption. The study also notes the lack of empirical studies on emerging economies, suggesting a need for further research into how developing countries navigate green ...
publication_date
2025/06/15
pdf_url
https://insyma.org/proceedings/files/articles/LILI_PURWANITASARI.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/456
keywords
Green Marketing, Circular Economy, Systematic Literature Review, Bibliometric Analysis, Scopus
firstpage
877
lastpage
885
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
22
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
145
Files
Citation
Lili Purwanitasari, Budi Eko Soetjipto, “The Role of Green Marketing in Driving Circular Economy: A Systematic Literature Review with Bibliometric Insights from Database Scopus,” Proceedings of the International Symposium on Management (INSYMA), accessed October 31, 2025, https://insyma.org/proceedings/items/show/456.