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

Purpose The 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/approach The 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. Findings Major 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 implications The 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/value The 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.