Understanding Sustainable Marketing : A Hybrid Systematic Literature Review (SLR) And Bibliometric Analysis

Research Aims: This study aims to provide an integrated and comprehensive understanding of the development, structure, and thematic direction of Sustainable Marketing as a multidisciplinary research field. It examines how sustainable marketing aligns with global sustainability agendas and contributes to achieving Sustainable Development Goals (SDGs). Design/methodology/approach: Using 217 publications indexed in Scopus from 2015 to 2025, this research takes a hybrid strategy combining Systematic Literature Review (SLR) and Bibliometric Analysis. The PRISMA framework ensures transparency and replicability, while VOSviewer is used to map co-citation, co-authorship, and keyword networks, providing a visual representation of research trends and intellectual structures. Research Findings: Findings reveal a sharp increase in publications on sustainable marketing after 2021, reflecting growing global academic attention. India, China, and the United States dominate publication output, while Jeonju University and Amity University are the most active institutions. Thematic clusters highlight core topics such as sustainability, consumer behavior, and corporate social responsibility, emphasizing the strategic importance of sustainability-driven marketing practices in business transformation. Theoretical Contribution/Originality: This study offers theoretical and methodological contributions by combining the qualitative depth of SLR with the quantitative rigor of bibliometric analysis. It positions sustainable marketing as a key driver for advancing SDGs through ethical consumption, green innovation, and stakeholder engagement, providing a foundation for future interdisciplinary research. Keywords: Sustainable Marketing, SDGs, Bibliometric Analysis, VOSviewer