The presentation discusses green marketing within the context of a circular sustainable economy, outlining its significance, challenges, and relationship to supply chain management. It emphasizes the need for a systematic literature review to analyze existing research and identify gaps while exploring the triple bottom line. Data analysis reveals trends in green marketing research from 1990-2021, highlighting key contributors and affiliated organizations in the field.

1. Presentation On “Green
Marketing”
Presented By:-
Deepak Ranjan

2. Introduction
• The concept of Green Marketing in circular
Sustainable economy.
• Important challenge of Green Marketing .
• The concept of Bibliometric analysis in context
of green marketing.
• Discussion on related paper on this topic and
research gap.

3. About Green Marketing
• All activities designed to generate and facilitate any
exchanges intended to satisfy human needs or
wants, such that the satisfaction of these needs and
wants occurs with the minimal detrimental impact
on the natural environment” (Polonsky 1994, p2).
• GM is a sustainable development initiative that use
renewable energy flows to reduce the linear
material and energy flow in society production
consumption systems(Lam et al., 2016).

4. Objectives Of the Study
• To understand the significance of Green Marketing In todays world.
• To get insights about the evolution of GM concept over time and its
impact on competition.
• To get insights about the Green Marketing concepts and scope in
context of supply chain.
• To study the literature related to Green Marketing.
• To analyse the past researches in order to find out future course of
action .

5. Research Questions
i. What are the major themes under the Sustainability topic studied and evolved
over time?
ii. Which countries and affiliations are mostly concerned about the topic green
marketing?
iii.In what way we focus on green marketing from a Supply chain Point of
view?
iv.What is the change process used by the manufacturer reimbursed back
product into usable product when end user back product to manufacturers?

6. Literature Review
• Sustainability can be understood with the Triple Bottom Line (People,
Planet, Profit) given by (Elkington, 1994).
• Overconsumption and overexploitation of natural resources have resulted in
increasing environmental degradation, which has become a global concern.
As a result, both policymakers and marketers interested in pushing
consumers to adopt sustainable consumption practises must get a better
understanding of environmentally friendly purchase behaviour(Halder et al.,
2020).

7. • Consumers engage in conservation behaviour because they care about
the environment and society intrinsically(Hartmann & Apaolaza-Ibáñez,
2012).
• . Renewable energy has a positive impact on human development,
according to their research. Similarly,( Mahjabeen et al., 2020), they
calculate the impact of renewable energy use on human development
and discover bidirectional causality.
• Understanding the interdependence of the environment and poverty
reduction is critical to meeting the United Nations Sustainable
Development Goals (SDGs), we study the paper with title
‘Environmental degradation and poverty’ by (Burki et al., 2021)
Continue..

8. Methodology
 Systematic Literature
Review
Bibliographic Analysis

9. Data Analysis &
Interpretation
• There are 761 articles in all that can be used for data visualisation.
• Keyword Plus (ID) and Author's Keywords are the major contents of the
document (DE).
• Single-authored papers, papers per author, co-authors per paper, and a
Collaboration Index have all been added to this Author's Collaboration.
• From 1990 to 2021, all information was gathered from Scopus.

10. Sample Description
Description Results
MAIN INFORMATION ABOUT DATA
Timespan 1990:2021
Sources (Journals, Books, etc) 303
Documents 761
Average years from publication 7.73
Average citations per documents 41.42
Average citations per year per doc 3.876
References 1
DOCUMENT TYPES
article 761
DOCUMENT CONTENTS
Keywords Plus (ID) 2083
Author's Keywords (DE) 1976
AUTHORS
Authors 1757
Author Appearances 2035
Authors of single-authored documents 124
Authors of multi-authored documents 1633
AUTHORS COLLABORATION
Single-authored documents 139
Documents per Author 0.433
Authors per Document 2.31
Co-Authors per Documents 2.67
Collaboration Index 2.63

11. Description of Sources
Sr. No. Sources Articles
1SUSTAINABILITY (SWITZERLAND) 51
2JOURNAL OF CLEANER PRODUCTION 43
3ENERGY POLICY 31
4BUSINESS STRATEGYAND THE ENVIRONMENT 21
5JOURNAL OF CONSUMER MARKETING 16
6JOURNAL OF BUSINESS RESEARCH 14
7MARKETING INTELLIGENCE AND PLANNING 13
8INTERNATIONAL JOURNAL OF CONSUMER STUDIES 12
9INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH 12
10JOURNAL OF STRATEGIC MARKETING 10
11QUALITY - ACCESS TO SUCCESS 9
12RESOURCES CONSERVATION AND RECYCLING 9
13INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT 8
14JOURNAL OF RETAILING AND CONSUMER SERVICES 8
15BIOCYCLE 7
16INDUSTRIAL MARKETING MANAGEMENT 7
17JOURNAL OF ENVIRONMENTAL PROTECTION AND ECOLOGY 7
18ESPACIOS 6
19INTERNATIONAL JOURNAL OF APPLIED BUSINESS AND ECONOMIC RESEARCH 6
20INTERNATIONAL JOURNAL OF SCIENTIFIC AND TECHNOLOGY RESEARCH 6

12. Sr.No. Organization Articles
1 Central South University 21
2 Shandong University 14
3 University Of the West of The England 13
4 Montpellier Business School 12
5 Aalborg University 11
6 Chalmers University of Technology 11
7 Jilin University 11
8 School Of Management and Economics 11
9 Institute For Economic Research 10
10 Kth Royal Institute of Technology 10
11 Sichuan University 10
12 De La Salle University 9
13 Dongguan University of Technology 9
14 Norwegian University of Science and Technology 9
15 University Of Twente 9
16 Delft University of Technology 8
17 Tampere University 8
18 University College London 8
19 University Of São Paulo 8
20 University Of Seville 8
21 University Of Lincoln 7
22 Ural State Mining University 7
23 Xi'an University of Architecture and Technology 7
24 Aalto University 6
25 Agricultural Ecology Institute 6
Most Relevant Organizations

13. Most Cited Countries
Sr. No. Country Total Citations Average Article Citations
1USA 5640 47.797
2CHINA 3905 41.989
3UNITED KINGDOM 2448 94.154
4CANADA 2278 207.091
5HONG KONG 1389 126.273
6AUSTRALIA 1384 53.231
7INDIA 1367 30.378
8SPAIN 1095 60.833
9PORTUGAL 820 82
10SWITZERLAND 798 159.6
11MALAYSIA 670 26.8
12SWEDEN 649 64.9
13GERMANY 561 33
14ITALY 402 26.8
15FRANCE 397 49.625
16NETHERLANDS 386 35.091
17KUWAIT 375 187.5
18NORWAY 309 77.25
19KOREA 306 20.4
20DENMARK 272 38.857

14. Co-occurrence of Keywords

15. Findings
 Make a fresh addition to the Green
Marketing in Sustainable
development with supply chain
Concept.
 We grouped the core idea creation
and new work on Green Marketing
in the arena of energy supervision.
 We explore Circular-loop as well
as the various types of chains that
will help to enhance the Green
Marketing chain.

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immigration and real income in environmental sustainability target. Evidence from Europe largest
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Babiak, K., & Trendafilova, S. (2011). CSR and environmental responsibility: Motives and pressures to
adopt green management practices. Corporate Social Responsibility and Environmental Management,
18(1), 11–24. https://doi.org/10.1002/csr.229
Bangsa, A. B., & Schlegelmilch, B. B. (2020). Linking sustainable product attributes and consumer
decision-making: Insights from a systematic review. In Journal of Cleaner Production (Vol. 245).
Elsevier Ltd. https://doi.org/10.1016/j.jclepro.2019.118902
Burki, M. A. K., Burki, U., & Najam, U. (2021). Environmental degradation and poverty: A
bibliometric review. In Regional Sustainability (Vol. 2, Issue 4, pp. 324–336). KeAi Communications
Co. https://doi.org/10.1016/j.regsus.2022.01.001.
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