Sakshi Goyal, Venkat Narasimhan Ramaswamy, Praveen Goyal and Udayan Chanda
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…
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.