MAPPING THE LANDSCAPE OF GREEN MARKETING IN INDONESIA: A SYSTEMATIC LITERATURE REVIEW
Abstract
This study conducts a bibliometric analysis to map green marketing research landscape in Indonesia. The research analyses 45 Scopus data from 2016 to 2025 through R Studio and VOSviewer to identify key institution, publication trends, keywords, sources, collaboration partner. The findings reveal that green marketing research in Indonesia grow steadily with focus strongly on consumer perception, environmental awareness, purchase intention. Most studies emphasize consumer behaviour but less focus on industrial sustainability, organizational responsibility, policy framework. The analysis highlights the fragmented publication outlet and concentration from few universities. It opens opportunities for interdisciplinary integration and broader collaboration. Future research must explore policy contexts and culture, CSR, digital tools for green marketing branding, and circular economy practices. This study contributes to understanding the gap, evolution and opportunities in green marketing scholarship in Indonesia.
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References
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