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ASEAN Marketing Journal

Abstract

Research Aims: This study maps the intellectual structure and development of green marketing research in Southeast Asia. It identifies dominant research clusters and knowledge gaps and provides directions for future research.

Design/methodology/approach: The method used in this study is qualitative research with a literature study approach. The method used in this study is qualitative research with a literature study approach. The data source used in this study was taken from the Scopus database on May 25, 2025, with a publication timeframe (2014–2024). As for the data found, 3,872 publications were obtained and analyzed. Finally, this dataset was converted to RIS format and imported into VoSviewer, including network and Overlay Visualization. Then, the dataset was converted to BibTeX format and imported into Bibliophilia for Bibliometrix analysis using R 3.6.3, which includes country/region distribution, year of publication, and activity.

Reseaerch Findings: The analysis revealed four main clusters of green marketing in Southeast Asia: sustainable branding, green consumer behavior, environmental corporate social responsibility (CSR), and small-to-medium enterprise (SME) adoption. Ninety-two and a half percent of the publications originated from Malaysia, Thailand, Indonesia, and Vietnam. Geographical disparities and a lack of critical studies, such as those on greenwashing, were identified. To advance this field, future research should focus on underrepresented countries, systematic synthesis, and interdisciplinary approaches.

Theoritical Contribution/Originality: This study provides the first comprehensive mapping of green marketing research developments in Southeast Asia, identifying key trends, research gaps, and strategic directions for future development in this field.

Practitioner/Policy Implication: The findings of the study help businesses develop green marketing strategies tailored to the characteristics of the Southeast Asian market, while also providing input for policymakers in drafting effective sustainability regulations.

Reseach limitation/Implication: This study is limited to Southeast Asia, the Scopus database, and English-language documents. Although it provides region-specific analysis, the findings do not yet cover local literature or other potential databases.

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