Title: A bibliometric analysis of perceived risks: a closer look at green marketing and green purchase intention

Authors: Aparajita Sanyal; Samiran Sur

Addresses: Faculty of Marketing, Calcutta Business School, India ' Faculty of Marketing and Entrepreneurship, Aliah University, India

Abstract: The present research is based on the systematic literature review (SLR) to combine the publications on perceived risk in the area of green marketing and green purchase intention by applying a systematic approach. After a thorough screening procedure, 383 articles extracted from the Scopus and Web of Science (WoS) with certain keywords (perceived risks, green marketing, green purchase intention, sustainable marketing, environmental marketing etc.) along with some specific filters from 183 journals. All these significant papers by notable academics have been studied from a systems theory-based viewpoint based on the assessment of some aspects like prominent collaborating institutes, authors, keywords, journals, and citation statistics. Lastly this paper gives recommendation for future research in the area of perceived risk from the green angle. Thus, this paper delivers a way for scholars to be guided into the field of perceived risks in the area of green marketing and green purchase intention.

Keywords: systematic literature review; SLR; perceived risks; green marketing; green purchase intention; sustainability.

DOI: 10.1504/IJPQM.2024.141499

International Journal of Productivity and Quality Management, 2024 Vol.43 No.1, pp.74 - 103

Received: 03 Jun 2022
Accepted: 10 Sep 2022
Published online: 18 Sep 2024 *

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