The Role of Green Marketing in Driving Circular Economy: A Systematic Literature Review with Bibliometric Insights from Database Scopus

Abstract

The integration of green marketing and circular economy has gained significant attention in recent years as businesses and policymakers seek sustainable solutions to environmental challenges. This study employs a Systematic Literature Review (SLR) combined with bibliometric analysis using Vosviewer to examine research trends, key themes, and academic contributions related to green marketing in the circular economy framework. Based on 76 articles from the Scopus database (2020–2025), the findings indicate a rising research interest, peaking in 2024, before declining in 2025, highlighting potential shifts in academic focus or industrial implementation challenges. The bibliometric analysis reveals that China and India dominate research contributions, while business, management, and environmental sciences are the most explored disciplines. However, gaps remain in the digitalization of green marketing, sector-specific implementation, consumer behavioral impact, and policy effectiveness in fostering circular economy adoption. The study also notes the lack of empirical studies on emerging economies, suggesting a need for further research into how developing countries navigate green ...