Journal of African Development

Purpose: The purpose of the study is to provide an overview of the literature and bibliometric analysis on green marketing, identifying various themes on the concept of marketing including environmental, sustainable and ecological, green product, green consumer, environmental claims, environment segmentation, green marketing myopia, compliance marketing, green washing, competitive advantage, eco labels. Also, the authors identified the trends, gaps and provided a framework for future research to be carried out.

Methodology:  The data was collected through database from Scopus. The search strategy involved querying the Scopus database using carefully selected keywords: "green," "sustainable," "eco-friendly," "packaging," and "marketing." Initially, 655 papers were identified, reflecting the extensive body of literature on the subject. The authors identified 236 articles using the guidelines of PRISMA.

Research limitations/ implications: The review focuses on Green Marketing and identifying themes based on the concept. However, certain themes still haven’t been explored. Future work may focus on the unexplored and least talked themes which are necessary according to the present social and environment scenarios.

Originality/value: Green marketing being a vast concept, the authors have identified various themes on which work has been carried. However, they also propose the theme gaps on which the work has not been carried out till now. Therefore, they propose a framework for future scenarios for the work to be carried out