Mapping Green Marketing Research (2000–2024): A Topic Modeling Analysis of Core Themes, Hidden Gaps, and Emerging Directions

ABSTRACT

Green marketing has become an increasingly important research area in response to global sustainability challenges and shifting consumer expectations. This study analyzes the thematic development and research trends in green marketing literature using Latent Dirichlet Allocation (LDA) topic modeling. Based on a dataset of 1430 Scopus‐indexed publications from 2000 to 2024, the study identifies major research themes, emerging trends, and conceptual gaps in the field. Findings reveal a strong focus on consumer behavior, branding, and purchase intention, while operational issues such as supply chain transformation, regulatory alignment, and corporate innovation remain underexplored. The results also highlight geographic and methodological imbalances, particularly the lack of studies focused on developing economies and the limited use of advanced computational techniques. By employing topic modeling, this study provides a comprehensive overview of the intellectual structure of green marketing and offers practical and theoretical directions for future research.