Three decades of green advertising – a review of literature and bibliometric analysis

Abstract

PurposeThe purpose of this paper is to present an overview of the research which has been done during the past three decades on the topic of green advertising and identify gaps for future research.Design/methodology/approachThe methodology that has been adopted for analysis is two-pronged – the first being a literature review with tabulation of data using excel sheets and bar graphs and the second being a bibliometric review using the software VOSviewer. Both approaches analyze the number of citations, keywords, authors, journals and countries. A database of 113 articles from 1990 to 2020 is generated from Web of Science.FindingsMajor contributors to the topic of green advertising research have been identified. Thematic classification is created to understand the subtopics of green advertising. Under this classification, nine subtopics have been identified. Six core research gaps have been identified for future research in the area of green advertising.Practical implicationsThe study helps identify where green advertising research is being conducted, its growth potential and future prospects. This research work will enable the industry to gain new insights into this emerging field of green advertising for incorporating the same in their advertising campaigns in view of growing consumer concerns on environment.Originality/valueThe paper provides a comprehensive overview of the current status of research in green advertising. The paper is unique as it is the only review on the topic of green advertising. Given the increasing trend of going green among consumers, the paper adds tremendous value to the field of green advertising.

Effect of spirituality and ethics on green advertising, and the multi- mediating roles of green buying and green satisfaction

“…Kirmani and Khan (2016) suggests that more studies are needed on green marketing from developing countries, including China, India, etc. Similarly, Agarwal and Kumar (2020) found that most studies in green marketing are from the United States based on three decades of literature. Therefore they also suggested having more studies from other countries.…”

“…We have responded to Kimmai's future research direction by studying Pakistan because it is a developing country and has serious environmental degradation problems. Similarly, Agarwal and Kumar (2020), based on three decades of literature bolometric review, found that most green advertising studies are from the United States. Therefore they felt more studies are needed the other countries.…”

“…We have addressed the above gaps by researching in Pakistan and have dwelled deeper by taking a holistic approach in which our developed model has seven direct relationships and nine mediating relationships. Agarwal and Kumar (2020), based on an extensive literature review, found a dearth of green branding studies. He also observed that green advertising builds a green brand.…”

“…The authors have responded to Agarwal and Kumar's call (2020) and have incorporated both green advertising and green brand in the developed conceptual framework. Agarwal and Kumar (2020) argue that most green advertising has used "fear appeal" to attract consumers' attention. Therefore, Agarwal and Kumar (2020) have suggested future researchers identify other advertising appeals in the green advertisement.…”

“…Agarwal and Kumar (2020) argue that most green advertising has used "fear appeal" to attract consumers' attention. Therefore, Agarwal and Kumar (2020) have suggested future researchers identify other advertising appeals in the green advertisement. The study has responded to this call and found that green advertisement can also use spirituality and ethics appeal in green advertisements Past studies have examined the ethics in adverting and have neglected the effect of consumers' ethics on advertising (Epure & Mihăeş, 2019).…”