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

Author #1

Lili Purwanitasari

Author #2

Budi Eko Soetjipto

no article

145

authors

Lili Purwanitasari, Budi Eko Soetjipto

Files

LILI_PURWANITASARI.pdf

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 July 1, 2025, https://insyma.org/proceedings/items/show/456.

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