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<p>In response to the urgent need for sustainable development, the significance and attention given to green advertising have progressively increased. However, there is currently a lack of comprehensive evaluation in this field, leading to ambiguity regarding its progress and prospects. This study employs a bibliometric analysis approach to explore the evolution and trends in green advertising research. Utilizing CiteSpace software, the analysis examines 697 articles from the Web of Science database spanning 1996 to 2023. The research constructs visual networks to illustrate the interconnections within the field, employs co-citation and cluster analyses to discern key themes and emerging trends, and identifies significant citation bursts to pinpoint novel research directions. The findings provide a multi-dimensional perspective on the dynamic development of green advertising, offering valuable insights for future research and contributing to the advancement of sustainable and innovative practices in the domain, while promoting the harmonious coexistence of ecological conservation and economic prosperity.</p>

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‘Green’ in advertising: a bibliometric review

  • 期刊论文

  • 发表日期：

    2025年4月10日

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  • Chengcheng Guo,
  • Wangbing Shen,
  • Xiaoyu Hu,
  • Yuan Yuan

摘要

In response to the urgent need for sustainable development, the significance and attention given to green advertising have progressively increased. However, there is currently a lack of comprehensive evaluation in this field, leading to ambiguity regarding its progress and prospects. This study employs a bibliometric analysis approach to explore the evolution and trends in green advertising research. Utilizing CiteSpace software, the analysis examines 697 articles from the Web of Science database spanning 1996 to 2023. The research constructs visual networks to illustrate the interconnections within the field, employs co-citation and cluster analyses to discern key themes and emerging trends, and identifies significant citation bursts to pinpoint novel research directions. The findings provide a multi-dimensional perspective on the dynamic development of green advertising, offering valuable insights for future research and contributing to the advancement of sustainable and innovative practices in the domain, while promoting the harmonious coexistence of ecological conservation and economic prosperity.