The environmentalist movement in the world and environmental studies in the marketing literature

Öztürk, Bilge Nur Article The environmentalist movement in the world and environmental studies in the marketing literature Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) Provided in Cooperation with: Faculty of Management, University of Warsaw Suggested Citation: Öztürk, Bilge Nur (2021) : The environmentalist movement in the world and environmental studies in the marketing literature, Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM), ISSN 2449-6634, University of Warsaw, Faculty of Management, Warsaw, Iss. 1, pp. 37-54, https://doi.org/10.7172/2449-6634.jmcbem.2021.1.3 This Version is available at: https://hdl.handle.net/10419/311518 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 37 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) The Environmentalist Movement in the World and Environmental Studies in the Marketing Literature Bilge Nur Öztürk Alanya Alaaddin Keykubat University, Turkey* [email protected] https://orcid.org/0000-0001-9232-3912 Received: 22 February 2021/ Revised: 12 May 2021/ Accepted: 28 June 2021/ Published online: 16 August 2021 ABSTRACT Problems such as environmental pollution, the depletion of the ozone layer, the melting of glaciers due to global warming, the decline in clean resources and the extinction of some species have prompted people to consider the idea of a more sustainable world. In this process, humanity is going through a mental transformation and gaining some awareness. As emphasized in this study, all crises (accidents, fi res, outbreaks, etc.) experienced worldwide have been the driving forces for environmental transformations. Environmentalist movements emerging from this orientation have also found their place in the world of science and therefore in the marketing literature. From this point of view, the aim of this study is to explain the scientifi c publications inspired by the environmental transformations experienced chronologically and to reveal the part that is present in the marketing literature. In this study, it has been shown with which intensity environmental studies have been included in the marketing literature. In addition, it was determined which marketing journals were discussed intensely. This study points to potential academic fi elds of study. Finally, this study emphasizes that while trying to explain green consumer profi les, attention should be paid to macro factors (lifestyle, sociological variables, etc.) in addition to micro factors such as values and norms. National and corporate green policies can be more successful if handled in this context. JEL classifi cation: M30; M31 Keywords: environmental studies, green marketing, sustainability, green consumption 1. INTRODUCTION Problems such as global warming, the depletion of the ozone layer, air and soil pollution, soil erosion and deforestation, which came into being with industrialization, are seen nowadays as serious threats to human life. Humanity, being aware of these threats, began to gain consciousness and to strive in order to prevent these threats in the name of saving both its own future and that of the next generations. From these attempts, increasingly environmentalist thinking systems and green movements originated. It can be said that environmental volunteering in the world began with the industrialization in Europe. The fi rst environmentalist group was founded in Britain in 1865 (Ayvaz & Tekalan, * +90 5336637250, +90 242 510 61 00, University of Alanya Alaaddin Keykubat, Faculty of Economics and Administrative Sciences, Department of Business Administration/ Kestel District Üniversite Street, No. 80 PK: 07425 Alanya / Antalya, Turkey. DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 38 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) 1992). Environmental awareness, sensitivity to the environment and environmentalist movements continued to expand. Many researchers see Rachel Carson’s book “Silent Spring”, which was published in 1962, as the beginning of the trend related to the environment (Yılmaz & Arslan, 2011). In this work, the harms of synthetic chemical combatting medicines (pesticides and insecticides) are mentioned. In addition, it is emphasized that the results of the active and fast lifestyle are a disaster for the world. A new environmentalist trend began to take form in 1970s. In this environmentalist trend, it is seen that societies and individuals united around green sensitivity and they even formed political parties. For instance, the fi rst green parties were formed in New Zealand in 1972, and then in England in 1973. In addition, green parties achieved signifi cant successes in countries like Belgium and Germany. Environmental consciousness and respect for nature-oriented trends began to impact the consumption habits of individuals as of the 1970s. “April 22 Earth Day”, which was celebrated in 1972 for the fi rst time, is seen as one of these steps taken in this regard. From all these developments, corporate and marketing strategies of enterprises began to be included in the environmental transformation (Ayvaz & Tekalan, 1992). According to Ayvaz and Tekalan (1992), there are three main books on the grounds of the new environmentalist movement: “The Limits to Growth”, which is one of these books, states that provided that the current consumption trend of the world continues, production systems are going to collapse rapidly (see Meadows et al., 1972). In “A Blue Print for Survival”, another book published in England in 1972 (see Goldsmith & Prescott-Allen, 1972), it is emphasized that a sustainable society can only be achieved through minimum ecological damage and maximum energy protection and it is mentioned that the system of the Earth is going to collapse in our children’s future in case the current course of events continues. In parallel with these works, in “Small is Beautiful” (Schumacher, 1973), a book published in 1973, the system of values related with the environmentalist movement is analyzed. In the 1980s, the focus was on the protection of the Earth and resources in the western societies. Industrial accidents helped to carry the relation between pollution, green tendency, growth and environment to the dimension of sustainability. Besides, the Bhopal gas disaster, the Chernobyl nuclear disaster and the Exxon Valdez oil spill, which took place in 1980s, drew the attention of the public opinion to the environmental worries and eff orts to protect the environment. The World Commission on Environment and Development (WCED) was founded by the United Nations in 1982 and this commission published a report under the title “Our Common Future” in 1987 (see WCED, 1987). Green awareness, which started to come into existence with the published books, social and political processes, began to develop. Signifi cant environmental problems such as global warming, acid rains, depletion of the ozone layer enabled the gathering of the 1972 Stockholm Conference as the fi rst international activity. At this conference, the United Nations Environment Programme (UNEP) was constituted. In addition, in 1987 the Montreal Protocol, in 1988 the NOx Protocol and in 1989 the Basel Convention on Hazardous Wastes were signed; in 1992 the Rio de Janeiro Earth Summit was gathered (Ayvaz & Tekalan, 1992). These steps have increasingly continued to date. Common awareness that took shape anew enabled the steps in this fi eld and the steps in this fi eld enabled the formation of awareness. However, giant economies such as China (the country with the fastest growth rate in consumption of households in the last 30 years) still seem considerably weak at environmentalist awareness, which is set to form the basis for building an environment-friendly society. For instance, according to the China Environmental Performance Index (CEAP Offi ce, 2008), it is established that the environmental awareness score of the Chinese is 44.5 out of 100; the environment-oriented behavior score is 37 out of 100 (Wang et al., 2013). This situation is the indicator that the awareness of the protection of the environment along with the rising environment DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 39 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) awareness could not materialize its full potential globally yet. Still, developments are experienced in a positive direction and are extremely fast. Despite all these advancements, environmental disasters have not unfortunately ceased to take place since the 1970s to date; they cause an increasingly more reaction of individuals and societies. After the explosion that took place on April 20, 2010 at the deepwater platform belonging to BP in Mexican Gulf, a massive oil leakage occurred; the leakage could only be stopped on July 15, 2010. After this event that appeared immensely in the media, many protests were organized also with the contribution of environmental awareness and were on the rise among individuals and societies (Cronin et al., 2011). In addition, the fi res which broke out in New South Wales in Australia in July 2019 and which could not be taken under control could only be put out after 240 days. The fi re cost the lives of 28 persons, more than 3,000 damaged homes and the lives of more than 1 billion species (NTV, 2020). The tragic images of koalas and other species which ran away from the fi re occupied the headlines for days. All these developments reveal that humankind harms the natural environment and the habitats of other living species. All these accidents, concerns, the transformation of thinking systems, the tendency to take into account the next generations and the decrease of natural resources provided the basis for the environmentalist movement. Environmentalism can be defi ned as the interest of the public opinion that comprises the issues related to the protection of natural resources, prevention of pollution and harmful dangerous wastes, protection of historical and cultural resource legacy, prevention of extinction of plant and animal species, avoidance of air, water and noise pollution with a view to protecting, supporting and improving the nature (AMA, 2014). The environmentalist movement has nowadays become a comprehensive scientifi c, societal, social and political movement. Fundamental objectives of the environmentalist movement are that the natural resources should become sustainable and that changes should be made in individual behaviors, public and corporation policies with a view to improving and protecting the environment (Alnıaçık & Yılmaz, 2008). While these changes take place on the globe, certainly the academic literature has also been aff ected by this tendency. Journals related to the environment have started to emerge and publications have started to focus on this issue. The environment is at the spot where many branches of science intersect. In addition, the marketing fi eld has been aff ected by the environmentalist tendency and it has begun the mental transformation that constitutes its part. The aim of this study is to explain in a chronological order the scientifi c publications where the environmental transformations that appear in people’s minds and actions with the stimulation of various crises are seen and to reveal the realized part in the marketing literature. In the study, it has been determined where environmental studies in marketing are among all environmental studies. Then, the years when the environmental studies appear in marketing literature and the intensity of these studies in the marketing journals have been indicated. In addition, the pioneering publications related to the environment in the fi eld of marketing have been examined and it is attempted to draw the frame where the issue of the environment is discussed. The study is signifi cant since it emphasizes the position of marketing publications in terms of environmental literature. In this regard, marketing journals fall into the middle of environmentalist discussions. Since environmentalist and green transformations accommodate transformations of lifestyle and values in them, marketing studies that are common in these three fi elds (green, value and lifestyle) have been checked and it is concluded that it is a fi eld which has not been studied much yet. In the study, the distribution of the concepts related to green marketing in marketing journals and the leading subjects that green marketing articles focus on are presented in the context of a systematic literature review. DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 40 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) 2. ENVIRONMENTAL STUDIES IN THE MARKETING LITERATURE The environmentalist movement needs some changes in lifestyles of individuals and societies. While these changes take place, some changes happen in the individuals’ inner worlds, value and belief systems. Briefl y, a shift from micro changes (changes in personal values and norms) to macro changes (changes of lifestyles and societal transformations) takes place. Mentioning a green movement in the fi eld of marketing can only be completely explained through dealing with the transformation of values of individuals and changes of lifestyles in societies. Therefore, it is necessary to refer to these three fi elds of study (value, lifestyle and green studies). Before focusing on publications related to the environment, it is essential to emphasize the tendency of lifestyles and values of being sensitive to the environment which are therefore the fundamental issues that aff ect the tendency of green consumption. Lifestyle can be defi ned as observable patterns in the individual’s obvious behavior and cognitive style. The cognitive patterns comprise values, attitudes, beliefs, ideas and interests. The other kind of such patterns on the other hand designates concrete practices (for instance, spending practices, good/service usage, family life, media, and political, cultural and organizational activities). Cultural preferences and practices such as letters, music, art and consumer brands are grouped by measuring (Petev, 2013). Lifestyles are aff ected by race, ethnicity, religion, sex and age. Social classes are formed under the infl uence of factors such as lifestyles, cultural characteristics and education level. Value on the other hand is defi ned as the belief when one situation is preferable to another situation. Approaches such as Rokeach Value Survey and List of Values (LOV) are used in order to measure the values. Every culture has fundamental values that aff ect the consumers in it. An Italian and an American might have diff erent thinking systems and values from each other. For instance, the trend of sustainability that foresees being more sensitive to the environment in the United States of America can be considered as a newly forming value (Solomon, 2009). In the light of these values, sun houses, hybrid vehicles, recycling mechanisms, even organic product markets (e.g. organic food and organic textile) are coming into existence; it is obviously seen how values give a direction to consumers and lifestyles. From here, a scan has been conducted on “lifestyle”, “value” and “green consumption” which constitute the main body and publications on these issues have been classifi ed in their intersecting diagrams (Figure 1). Figure 1 Lifestyle and value intersection in green studies LIFESTYLE GREEN VALUE Many 131 15 560 1273 9 303 DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 41 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) 458 publications were downloaded as a result of the selection of journals of “marketing”, “business administration”, “management” and after the necessary fi ltering out of 51,867 results for keyword “lifestyle” on the Web of Science. More than one million articles that we encountered in searches for “Value” were reduced to 22,481 again with the same fi ltering system. Since the values in the fi eld of marketing were studied in a very wide frame, the results were refi ned centering on green consumption and the number was reduced to 706. Of the scan related to “Green”, 111,831 publications in total were refi ned with the same methodology in the form of 1,857 articles. Then, the primary keywords under the title “green” were searched. Originating from the readings that were made, the concepts that are used most often and relate to marketing studies in environmental issues have been explained below. 2.1. Environmental Marketing If we examine the green trend in the fi eld of marketing in more detail, with the concepts of “ecological marketing” that emerged in the 70s, with the concepts of “green marketing” and “environmental marketing” that emerged in the 80s, with the concept of “enviropreneurial marketing” (Menon & Menon, 1997) and “sustainable marketing” (Fuller, 1999) that emerged in the 90s, the thought of reducing consumption and transforming emerged (Peattie & Peattie, 2009). After the fi rst half of the 1990s, a wider sustainable movement began (see Van Dam & Apeldoorn, 1996; Kilbourne, 1998: Peattie, 1999). The diff erence in this new approach is a holistic view which focuses on sustainability related to the environment and in which the real value of nature is appreciated rather than economic effi ciency (Heath & Chatzidakis, 2012). Ecological marketing which was conceptualized in the 1970s comprises approaches that appear on the basis of consumers’ concerns related to the environment. Later, environmentalist tendencies which intersect with the organizational marketing’s responsible consumer side come into play. This approach was eff ective in a small number of sectors (automotive, chemistry) and in more limited consumer behavior (recycling, fuel saving). As long as the number of sectors aff ected by this tendency increased, green marketing and environmental marketing concepts were born. Consumers’ awareness related to the environment and their level of knowledge increased in time. With enviropreneurial marketing, being an institutional environmentalist is the eff orts of institutions to transform into environmental enterprises. Finally, industrial ecology principles and consumption decreasing approaches appeared with sustainable marketing (Peattie & Peattie, 2009). The transformation of environmentalist tendencies in years is shown in Table 1. As can be seen from Table 1, environmental marketing and green marketing entered the literature at the same time and turned into concepts that can be used interchangeably. For this reason, both concepts were used as keywords in the later stages of the research. These two concepts are considered to be the concepts with the most widespread use when expressing environmentally sensitive practices in marketing. Table 1 Marketing concepts about the environment Marketing Tendencies Related to Environment Years 1970s 1980s 1990s Currently Concepts Ecological Marketing Green Marketing Environmental Marketing Enviropreneurial Marketing Sustainable Marketing Source: Prepared from Peattie and Peattie (2009). DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 42 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) 2.2. Sustainability Considered from the point of view of the environment, sustainability aims to use our resources eff ectively. It aims to prevent excessive consumption and to reduce the negative eff ects that consumption creates. Sustainability argues that environmental objectives can meet at a common point with economic wealth. Along with being a systematic approach in doing the right thing, it is the view that doing the right thing and economic success can be reconciled. The sustainability concept focuses on the possibility of legating to the next generations more or at least the same resources as the resources that are owned now. It is considered today that it is an unconscious behavior to keep consumption at the maximum and to transmit less resources to the next generations. Some global enterprises realize these realities and they conducted studies on this matter: Unilever, General Electric, DuPont, Wal-Mart are some of those enterprises (Kotler, 2011). The number of these enterprises is increasing every day. 2.3. Green Marketing When marketing sensitive to environment is in question, it is “green marketing” which is the most encountered concept that appeared in the 1980s. Green marketing is defi ned as marketing activities that aim to reduce negative social and environmental eff ects of the existing products and production systems, to release goods and services which damage less (Peattie, 2001). Besides, green marketing is considered as the marketing form which fulfi lls the duty of directing the consumer demand to environment-friendly products. Briefl y, green marketing is to meet the consumer demands and needs in a way to cause the least damage to the environment (Polonsky, 1994). Studies conducted in green marketing are generally in the following themes (Heath & Chatzidakis, 2012): pro-environment consumption (see Anderson & Cunningham 1972; Kinnear et al., 1974), recycling, sustainable tourism (see Budeanu, 2007), transportation (see Guy, 2009), energy consumption (see Press & Arnould, 2009; Geppert & Stamminger, 2010), purchase of green products (see Follows & Jobber, 2000). 2.4. Green Consumer Green consumer is the consumer who plays a part voluntarily and actively in the protection of nature/environment, can steer the production and consumption and assess whether waste after consumption causes damage to the environment (Odabaşı, 2013). 75% of consumers defi ne themselves as green consumers and prefer environment-friendly goods (Saad, 2013). From here, in our study the concept of green consumer is used due to the fact that it is a more comprehensive concept. It is possible to consider green consumers in two groups: green consumers who are accepted socially (consumers who are aware of their own choices and results, accurately informed and aware of their social role) and volunteer pure green consumers (consumers who reject the capitalist values and mechanisms and who have the potential of an environmental activist) (Moisander & Pesonen, 2002). Persons inclined to be green consumer see themselves as opinion leaders. According to this, their interest levels are high, they are open to product information and changes. Therefore, they do not have any brand loyalty. They do research on products and they talk about these products with others. They carry out eff ective communication from mouth to mouth. As soon as seeing, they do not have the tendency to buy at once. They do shopping cautiously and they are pricesensitive (Shrum et al., 1995). DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 43 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) 2.5. Green Product Green product is considered as the fundamental factor of the green marketing mix because it has been stated that the processes of design and production of the product comprise 70% of the damage that the product causes to the environment (Hussein & Cankül, 2010). In this respect, related to protecting the environment, green product is an important concept that must be evaluated with all its processes. Green product is an environment-friendly product and it is sensitive to nature. In general, it does not contain poison, it does not cause pollution, it can be reused and it can be recycled. Green product generally defi nes products that protect or improve the natural environment, ensure the conservation of energy and the reduction or elimination of toxic substances, pollution and waste (Ottman et al., 2006). In this respect, it is essential that the green product satisfi es the demands and needs of the consumers, ensures the continuity of energy resources, is socially considered as not causing damage to nature and to the ones living in it. It does not endangers people’s health either (Duru & Şua, 2013). 3. METHODOLOGY In the research, the following steps were followed in order to be able to take the leading journals in the fi eld of marketing as a basis and to progress systematically. First, in order to draw a general framework, the basic concepts related to the subject were determined as stated above. These are defi ned as “environmental marketing”, “sustainability”, “green marketing”, “green consumer”, “green product”. The journals in which these concepts are studied were researched. The searches are important in terms of showing the participation level of marketing journals in the environmental studies literature. Accordingly, journals such as “Sustainability” and “Journal of Cleaner Production” were identifi ed as the journals with the most research on the subject. The main green discussions are not held in marketing journals. Marketing journals rank in the middle of the general environmental literature. In this context, it is possible to come across many academic journals other than marketing journals in literary environments where environmental studies are conducted. While planning the literature review, a systematic approach was adopted in order to make a similar study feasible by other researchers in the future, and in this way, the study was tried to be reliable. It is important that the steps of the process are expressed clearly in order to allow repeatability. The steps that should be in a systematic literature review (Briner & Walshe, 2014) were carried out in 8 steps as follows. 1. In this context, the research questions were determined as follows: How much has the marketing literature been aff ected by the environmentalist movement emerging around the world? Which basic issues and concepts are publications within the scope of green marketing shaped around? Does green marketing tend to handle the issue in a micro form in terms of consumers’ perceptions of values, behaviors, intentions, etc., or in a macro way in terms of lifestyle, culture, etc. that bring about a social transformation? Does marketing make more use of the science of psychology or the science of sociology while addressing the green issue? 2. In order to obtain the answers to the above questions, all SSCI and ESCI articles from 1980 to 2021 were analyzed through the Web of Science, regardless of qualitative and quantitative distinction. An attempt was made to ensure that all studies related to the subject in the fi eld could be addressed. 3. The Web of Science was preferred because it provides easy access to the widespread database network and citation numbers, has many sorting methods such as articles according to the DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 44 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) most relevant, according to the highest citation rate, according to the source title, according to the most recent, and provides detailed graphs and analyses. 4. The study was carried out over 8 keywords (green consumption, sustainability, environmental marketing, green marketing, recycling, green consumer, green energy, green product) that are frequently discussed in environmental and green marketing studies. In addition, lifestyle and value keywords were also searched in these studies. At this point, it was determined that the studies concentrated around 5 keywords and the fi eld of study was narrowed to refi ne the results. In addition, it was found that green marketing mostly concerns studies from the perspective of the consumer, based on psychology. The results of these keywords, which were searched for in 20 marketing journals with the highest h-5 index, show that the publications are concentrated around 10 main journals. It was observed that the number of citations became more concentrated after a certain number (50 and more citations). All studies were included in the process from the beginning of the concentration in order to determine which subjects were studied the most and attracted attention. 5. At the end of all these eliminations, the results were refi ned by focusing on the main studies guiding the fi eld. The purpose of the elimination achieved in this way is to detect the mainstream approach and cluster. 6. All these articles were examined one by one according to the citation rate and 9 articles with more than 300 citations were tabulated. 7. The study systematically included a fl ow from wide to narrow. Highly cited studies in the fi eld of green marketing were synthesized. 8. In the last step, the potential impacts and limitations of the study were evaluated. Table 2 Marketing journals according to index ranking Name of the Journal h5-index*h5-median value 1. Journal of Business Research 96 131 2. Journal of Marketing 67 99 3. Industrial Marketing Management 66 94 4. Journal of Retailing and Consumer Services 64 85 5. Journal of Consumer Research 61 91 6. Journal of Marketing Research 58 97 7. Journal of the Academy of Marketing Science 49 93 8. Journal of Retailing 44 83 9. Marketing Science 42 61 10. Psychology & Marketing 41 54 11. Journal of Service Research 40 67 12. Journal of Consumer Psychology 39 87 13. Journal of Advertising 39 63 14. Journal of Marketing Management 39 57 15. European Journal of Marketing 39 54 16. International Journal of Research in Marketing 37 56 17. International Journal of Bank Marketing 36 49 18. International Journal of Consumer Studies 36 49 19. Journal of Services Marketing 36 49 20. Electronic Commerce Research and Applications 35 59 * The h-index, put forward by the physicist named Hirsch (2005), is concerned with how many publications are cited above a certain value while evaluating science. The two variables that need to be known when calculating the H-index are the number of publications and the number of citations made to these publications. The H-5 index shows, on the other hand, data for the last 5 years. Source: https://scholar.google.com.tr/citations?view_op=top_venues&hl=tr&vq=bus_marketing, Access date 30.03.2020. DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 51 (37–54) © 2021 Authors. This is an open access journal distributed under the Creative Commons BY 4.0 license (https://creativecommons.org/licenses/by/4.0/) factors) that express personal sensitivity such as environmental concern. All infl uencing factors should be taken into account in order to make green marketing more inclusive. In the context of green studies, literature reviews were made on the following topics: consumption ethics (Carrington et al., 2021), green consumer preference for purchase intention (Mishra & Devakumar, 2018), sustainability focused generation (Dabija et al., 2019), green innovation (Oduro et al., 2021), green marketing (Saleem et al., 2021), shifting consumers to behave sustainably (White et al., 2019). In these literature reviews concerning green marketing, it is seen that a consumer-centered approach is predominant. In addition, there are studies where publications are classifi ed according to countries, journals and citation numbers. There is no study that classifi es the concepts of the studies from the consumer and business perspectives by focusing on the contents of the studies. In addition, the theories used in the publications examined in this study were determined. It has been stated to which disciplines these theories belong. It is emphasized that marketing deals with the subject in a multidisciplinary framework based on these theories. Based on this, it has been determined that green studies in the fi eld of marketing are heavily shaped on the basis of psychology, then sociology and social psychology. These features are thought to add a unique value to the study. It can be said that green marketing studies are consumer- and consumption-centered. A small number of business-focused studies have been shaped by focusing on competitive advantage, business performance and reputation. In other words, it is aimed to encourage green consumption of the consumer and to increase profi tability for the business. Although, as emphasized at the beginning of the article, green transformations have accelerated as a result of some social disturbances, marketing does not seem to focus on consumption problems that can further trigger these environmental problems. It can be said that green marketing studies continue the classical marketing approach and focus on restructuring consumption through the green trend. It is important for marketing to market the idea of sociological and lifestyle transformation in addition to its eff orts to market green products and green processes. It is thought that business managers and marketing practitioners need to be a guide rather than follow this trend, in other words, to support practices parallel to the ideology of green processes. Businesses and marketing practitioners should not be indiff erent to environmental transformations. Detailed studies should be done on how businesses can adapt to this change. Sustainability of the world's resources can only be achieved with the cooperation of consumers and corporations. It is not enough for marketing to continue green marketing activities by shaping only marketing mix elements in the future. Marketing should market the idea of a sustainable world along with responsive consumption patterns and levels. In addition to marketing new products, technologies and services, social marketing of many new ideas is also seen as a requirement to make our economies more sustainable. These should include recycling, fair trade, product-service substitutes, composting, thrift, energy effi ciency, and less materialistic lifestyles. Perhaps, with the eff ect of slow food, slow city (cittaslow), sustainable development, marketing can also mediate the transformation of people who become simpler while consuming towards a slower and higher quality life. The current review has a limitation due to the fact that it covers 10 journals with the highest h-5 index in the marketing literature, 5 keywords and articles with most cited references and that the published studies are considered only within the context of certain criteria. In addition, areas such as communication and tourism, which can include green paradigm transformation studies and which have common working areas with marketing, were excluded from the scope of the research. It would be appropriate to study these areas in further research. In the future, new searches may be made with more diff erent keywords. Only recent studies can be focused on. In addition, green marketing in sociological processes that has a small number of studies can be examined. New studies can be carried out on shaping and social marketing of new consumption and new lifestyle ideas. Such studies would expand marketing from the level of micro-analysis that includes the consumer perspective in which it is stuck and would enrich the literature. DOI: 10.7172/2449-6634.jmcbem.2021.1.3 Journal of Marketing and Consumer Behaviour in Emerging Markets 1(12)2021 Bilge Nur Öztürk 52 (37–54) © 2021 Authors. 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