Research hotspots and development trend of green marketing in China from 1993 to 2021: knowledge graph analysis based on Citespace

Abstract

As the whole world enters the era of environmental protection, the green revolution has brought vitality to enterprises and society. Carrying out green marketing, producing green products and setting up green marketing concepts are the hot topics of academic interest, and also a great opportunity for enterprises. Using the visual analysis software citespace, draw the corresponding knowledge map, carry out corresponding quantitative research on domestic green marketing research, and analyze the knowledge structure and evolution pattern of green marketing research in China from a bibliographic perspective. The results of the study show that there is little cooperation between authors and institutions in the field of green marketing, . The research themes are mainly distributed in green marketing, eco-marketing, low carbon economy, green consumption, green products and other aspects, among which "green marketing" is the biggest node of continuous attention. Future research should focus on the application and promotion of green marketing in agricultural products, and at the same time, strengthen the connection and cooperation between authors and institutions, broaden the breadth and depth of research, and study the development and application of green marketing through more literature.