Dinamika dan arah riset green marketing: analisis bibliometrik dan visualisasi jaringan pengetahuan
DOI:
https://doi.org/10.47065/imj.v5i1.333Keywords:
pemasaran hijau, strategi pemasaran, perilaku pemasar, produk, bibliometrikAbstract
Penelitian ini bertujuan untuk memetakan perkembangan, tren, serta arah penelitian dalam bidang green marketing selama periode 2019-2023 dengan menyoroti perkembangan publikasi, pemetaan berdasarkan kata kunci, berdasarkan klaster, dan berdasarkan Cites Per Author. Metode penelitian yang digunakan adalah analisis bibliometrik dengan memanfaatkan data publikasi dari Google Scholar yang diekstraksi melalui perangkat lunak Publish or Perish, kemudian divisualisasikan menggunakan VOSviewer untuk mengidentifikasi jaringan keyword co-occurrence. Analisis dilakukan secara kuantitatif dengan pendekatan full counting terhadap metadata artikel yang terbit pada kurun waktu lima tahun terakhir. Hasil penelitian menunjukkan adanya peningkatan signifikan jumlah publikasi, dari 65 dokumen pada tahun 2019 menjadi 144 dokumen pada tahun 2023, menandakan pertumbuhan minat akademik terhadap green marketing yang kini bergeser dari wacana etis menuju strategi bisnis berkelanjutan. Peta jaringan kata kunci mengungkap sembilan klaster utama yang menggambarkan keterkaitan antara perilaku konsumen, citra merek hijau, tanggung jawab sosial perusahaan, dan inovasi berkelanjutan sebagai elemen kunci dalam membangun keunggulan kompetitif. Meskipun demikian, analisis ini memiliki keterbatasan terkait ketergantungan pada kualitas metadata, potensi bias basis data tunggal, serta keterbatasan interpretatif dari analisis frekuensi istilah. Rekomendasi penelitian selanjutnya meliputi penerapan multi machine seperti VOSviewer dan Biblioshiny untuk memperdalam analisis semantik. Penelitian ini berkontribusi pada penguatan landasan teoretis dan metodologis dalam memahami evolusi green marketing sekaligus memberikan panduan strategis bagi akademisi, praktisi, dan pembuat kebijakan menuju praktik pemasaran yang berkelanjutan dan lebih beretika.
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