Bibliometric Analysis of The Term “Marketing Sustainability”

This study presents a bibliometric analysis of the term "marketing sustainability" to explore the growing trends, key contributors, and thematic focus in the academic literature. Marketing sustainability represents the integration of sustainable practices and principles into marketing strategies and activities, highlighting the growing importance of environmental, social, and economic considerations in contemporary marketing practices. This research examined 985 articles with themes related to marketing management. In the context of this study, we concluded that marketing management articles are classified into six clusters. The trend of marketing management research is more on the marketing side. There are several topics that frequently appear in publications, such as the marketing perspective of one variable on another. Topics such as Agrarian Sustainability and Sustainability Reporting have also not been researched much


INTRODUCTION
The topic of research on sustainable marketing continues to evolve amidst dynamic businesses. Some recent studies have identified. Marketing research for cultural heritage conservation and sustainability. Research [1] has progressively focused on enhancing cultural heritage experiences, especially through the use of information and communication technologies (ICT) in museums and cultural heritage sites. [2] argues that these new theoretical developments have not managed to overcome two major limitations of sustainability marketing: namely, its highly reductionist and rational nature. Customer satisfaction with the services provided is increasing.
Companies revise their business strategies towards more sustainability-oriented ways of production, business practices, resource efficiency, waste disposal, building partnerships, communication effectiveness, etc. Integrating sustainability education into the international marketing curriculum.
This study aims to integrate sustainability education into the international business and marketing curriculum [3].
Sustainable marketing is an important aspect of marketing management. Sustainability is essential for the sustainable development of organizations in globally competitive markets [4], [5].
Organizations need to shift from traditional marketing strategies to green marketing and green management strategies to remain sustainable [6]. Green marketing and management can have positive results on the company's financial performance in the long run [7]. Green marketing is one of the eight dimensions of green supply chain management (GSCM) that can improve sustainability performance [8]. The implementation of brand management is considered important in supporting SME performance, including product sustainability [9]. Overall, sustainability marketing is important for organizations to remain competitive, profitable, and sustainable in the long term. It can help organizations to improve sustainability performance, financial performance, and brand equity. There has been bibliometric research on sustainability marketing. We reviewed several search results that addressed this topic. To the best of our knowledge, no bibliometric analysis on the topic of marketing sustainability has been conducted from both Scopus-indexed journals specifically in the research of marketing research. The purpose of this paper is to answer the following questions (1)

A. Sustainability Marketing
Sustainable marketing, also known as green marketing or eco-marketing, is a business approach that aims to promote products and services while minimizing their negative impact on the environment and society. This approach involves the integration of sustainable practices throughout the marketing process, including product design, production, distribution, and communication [14].
The goal of sustainable marketing is to meet the needs of today's consumers without compromising the ability of future generations to meet their own needs. This approach emphasizes long-term sustainability and responsible business practices, taking into account environmental, social, and economic factors. Sustainable marketing seeks to create value for companies and stakeholders by aligning business objectives with sustainability principles [15].
One of the main principles of sustainable marketing is the triple bottom line concept, which considers the economic, social, and environmental impacts of business activities [16]. Sustainable marketing aims to go beyond traditional marketing strategies that only focus on financial performance, and instead, sustainable marketing considers the broader impact of business decisions [2]. This approach recognizes that businesses have a responsibility to minimize negative environmental and social impacts while delivering value to customers. By adopting sustainable marketing practices, companies can build trust and loyalty among consumers who are increasingly concerned about sustainability issues [17].
In sustainable marketing, product design plays an important role in minimizing the environmental impact of goods and services. This includes using environmentally friendly materials, reducing waste and pollution, and ensuring products are energy efficient and recyclable. Sustainable marketing also emphasizes the importance of responsible sourcing and supply chain management [18]. Companies are encouraged to partner with suppliers that adhere to sustainable practices, such as fair trade and ethical labor standards. By promoting these practices, companies can differentiate themselves in the marketplace and attract environmentally conscious consumers [19].
The communication aspect of sustainable marketing involves delivering transparent and honest messages that educate consumers about the environmental and social benefits of a product or service [20]. This requires clear and accurate labeling and advertising to avoid greenwashing, which refers to misleading or exaggerated claims about the sustainability of a product. Sustainable marketing encourages companies to take responsibility for their actions and communicate their sustainability efforts honestly and transparently. Effective communication can help consumers make informed choices and support businesses that prioritize sustainability [21].
Sustainable marketing is supported by various frameworks and standards that provide guidance and certification for businesses. The Global Reporting Initiative (GRI) provides a comprehensive framework for reporting sustainability performance, including marketing practices [22], [23]. The definition of marketing has evolved to include sustainability in recent years. The traditional marketing concept has shifted from a focus on sales to a focus on customer needs and expectations, and now to a new marketing orientation called sustainable marketing [24]. The definition of marketing revised by the American Marketing Association in 2007 calls for responsibility to society at large, not just individual consumers, which includes the incorporation of social and ecological sustainability into marketing decisions and strategies [25]. The concept of green marketing emerged in the late 1980s and early 1990s, and new types of products were created that could reduce damage to the environment [26]. Socially responsible marketing (SRM) includes corporate citizenship, stakeholder orientation, and social/ecological sustainability [3].

METHODOLOGY: BIBLIOMETRIC ANALYSIS
The purpose of this study is to analyze how sustainability marketing articles are classified.
Then, to find out the trends of social entrepreneurship research, to find out which research topics are the subject of publications, and to analyze future sustainable marketing management topics that provide opportunities for further research.

a. Searching For Specific Journals on The Topic of Social Entrepreneurship
Bibliometric reviews are commonly used in scientific disciplines and focus on quantitative studies of journal papers, books, or other types of written communication [27]. The work started with a Google database search related to journals that specifically address the topic of social entrepreneurship.

b. Journal metrics information
This section describes explicitly the profiles and metrics of the sustainability marketing journals. Table 3 shows some important things to know from the metrics in the term. This metric information is obtained from metadata information using the Publish or Perish (PoP) application on June 19, 2023.

d. Bibliometric Analysis
After all of the article's metadata is confirmed to be complete, the next step is to conduct a bibliometric analysis. The application used in analyzing bibliometrics in this article is VosViewer.

RESULTS AND DISCUSSION
To answer the first objective of this paper on how social entrepreneurship articles are classified, using VosViewer software, through the creation of maps based on text data using the title and abstract fields, with the binary counting method, 4050 terms were found. With a minimum number of occurrences of a term of 10 times, 128 thresholds were found.
However, for each of these 128 terms, the relevance score will be calculated. Based on this score, the most relevant term will be automatically selected by default by 60%, resulting in 77 most appropriate words. However, the verification process still has to be done manually by removing unrelated words, such as editorial, sample, abstract, and others. Thus, the total words that can be included in the map generation is 100 words. Based on the total articles, some of the words in these clusters appear most frequently. These clusters indicate that there are five classifications of articles published to date. In more detail can be seen through There is one cluster from the results of this mapping that appears at least in the keywords, namely cluster 6. This cluster includes topics on sustainability marketing. In terms of researchers, there are also six clusters, as presented in Figure 3. However, if the authorship of the authorship is removed,  In addition to explaining which topics appear most frequently in publications, Table 6 also explains the ultimate goal of this research, namely future marketing management topics that provide opportunities for further research. The issues that could be opportunities for deeper exploration are more specific and lead to implications or measurements from the field of business and marketing.
Topics such as Agrarian Sustainability and Sustainability Report have also not been widely researched. Meanwhile, issues such as the influence of one variable on another, and marketing management have been researched quite a lot. Similarly, topics related to financial management itself, such as systems, personal financial management, are also emerging.

CONCLUSION
This study reviewed 985 articles with themes related to marketing management. In the context of this study, we conclude that financial management articles are classified into six clusters.
Marketing management research trends are more on the marketing side. There are several topics that frequently appear in publications, such as the marketing perspective of one variable on another.
Topics such as Agrarian Sustainability and Sustainability Report have also not been researched much. The current study has at least two limitations. By using formal tools (PoP, VOSviewer, and Mendeley software), the subjective judgment of the authors remains and can still lead to the recognition of errors. Future research should use a larger sample size that includes other journals, even if they are not Scopus-indexed. In addition, comparison of analysis results using different bibliometric analysis software (such as BibExcel and HistCite) is also recommended.