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Green advertising: a hybrid literature review using citation and TCM analysis

Sakshi Goyal, Venkat Narasimhan Ramaswamy, Praveen Goyal, Udayan Chanda

The Bottom Line

ISSN: 0888-045X

Article publication date: 14 January 2025

107

Abstract

Purpose

Given the multifaceted nature of research in green advertising (GA), it is critical to holistically review the extant literature to understand their contributions. This study aims to perform a hybrid literature review by combining citation analysis and a theory-context-method (TCM) framework to map the conceptual development of GA in the past three decades.

Design/methodology/approach

Using the SPAR-4-SLR technique, the current study identified the literature contributions of 133 articles published between 1993 and 2024 in the Scopus and Web of Science databases.

Findings

The study’s findings identified that certain theories, such as attribution theory and signalling theory have been used frequently in investigating the influence of GA on consumer behavior. The context analysis identified emerging themes like green trolling and green demarketing. This study also proposes substantial avenues with alternative theories for further advancement of GA research.

Research limitations/implications

By conducting a hybrid literature review, this study identifies the highly cited articles and sources and provides a comprehensive synthesis of GA research.

Practical implications

Analysis of 133 articles from eight subject areas identified various themes in GA, aiding future researchers in identifying potential research opportunities and for marketers to develop appropriate strategies for their GA campaigns.

Originality/value

This study is the initial attempt to perform a hybrid literature review on GA using citation analysis and TCM framework.

Keywords

Citation

Goyal, S., Ramaswamy, V.N., Goyal, P. and Chanda, U. (2025), "Green advertising: a hybrid literature review using citation and TCM analysis", The Bottom Line, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BL-10-2023-0288

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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