MAPPING ENVIRONMENTAL CONSCIOUSNESS IN MARKETING LITERATURE

Abstract

The environmental consciousness of consumers and other stakeholders has become a crucial factor in making marketing decisions. Marketing practitioners are striving to integrate eco-friendly practices into strategies and effectively communicate these efforts. Defined as the level of concern for the environment, environmental consciousness is a driving force behind sustainable behaviors, many of which are related to consumption. However, despite its relevance, surprisingly little research effort has been invested in mapping this term in the marketing literature. This study addresses this gap through descriptive, bibliometric, and social network analyses of marketing articles on environmental consciousness, complemented by a content analysis of keyword co-occurrence clusters. It explores publishing trends, influential journals, authors, and citation networks while identifying key research themes and synthesizing their findings. Ultimately, this study identifies potential theoretical and methodological gaps in the marketing literature regarding environmental consciousness and offers valuable recommendations for guiding future research endeavors.