Jung Yeo Jin, Kim Youngmin
Center for Entrepreneurship Studies, Dong-A University, 225 Gudeok-ro, Seo-gu, Busan, Republic of Korea.
Da Vinci College of General Education, Chung-Ang University, 84 Heukseok-ro, Dongjak-gu, Seoul, Republic of Korea.
Heliyon. 2023 Mar 5;9(3):e14208. doi: 10.1016/j.heliyon.2023.e14208. eCollection 2023 Mar.
In recent decades, rapid growth has been observed in the incorporation of sustainability into marketing. Accordingly, the contrasting relationships between them have been carefully studied to assess the relevance of one idea to the other and vice versa. In response to this change, scholars and practitioners have been tasked with exploring the trends in sustainability and marketing. Therefore, the purpose of this study is to investigate existing literatures on both sustainability and all levels of marketing, determine the research trends and provide implications of applying the trends for future research and practices. This research has investigated only the title, abstract, and keywords of 2147 articles that were published between 2010 and 2020 in SSCI or SCIE indexed journals by applying the topic modeling based on the Latent Dirichlet Allocation (LDA) model. The results show that the research trend has shifted from general sustainable concept to more environmental and industrial technology based on the empirical evidence of 14 latent topics of sustainability and marketing. This article aids in understanding the recent research trend in sustainability and marketing, and the findings will be a valuable resource for future scholars and practitioners. It contributes to both existing and future literatures by providing valuable insights from recent research trend in sustainability and marketing and by providing recommendations for future research avenue. Among other bibliometric review articles, this is the most up-to-date comprehensive and empirical article, providing overview of the research trend.
近几十年来，可持续性融入营销的发展迅速。相应地，人们仔细研究了它们之间的对比关系，以评估一个概念与另一个概念的相关性，反之亦然。针对这一变化，学者和从业者的任务是探索可持续性和营销的发展趋势。因此，本研究的目的是调查关于可持续性和各级营销的现有文献，确定研究趋势，并为未来研究和实践应用这些趋势提供启示。本研究仅通过应用基于潜在狄利克雷分配（LDA）模型的主题建模，调查了2010年至2020年期间发表在SSCI或SCIE索引期刊上的2147篇文章的标题、摘要和关键词。结果表明，基于可持续性和营销的14个潜在主题的实证证据，研究趋势已从一般可持续概念转向更多基于环境和工业技术的方向。本文有助于理解可持续性和营销的最新研究趋势，研究结果将为未来的学者和从业者提供宝贵资源。它通过提供可持续性和营销最新研究趋势的宝贵见解以及为未来研究方向提供建议，对现有文献和未来文献都做出了贡献。在其他文献计量综述文章中，这是最全面、最新的实证文章，提供了研究趋势的概述。
