The Influence of Applying Green Marketing Mix by Chemical Industries; VOSviewer Analysis

Abstract

Marketing mix is a form of strategy in combining various kinds of marketing activities in order to create a maximum combination so that the most satisfying results will appear. Green marketing mix emphasizes the consideration of environmental and development friendly aspects sustainable (sustainability). Chemical industries are often the root cause of environmental damage, therefore the influence of applying green marketing in chemical industries is become interesting theme to be analyzed. To provide a better mapping in this research area, the using of VOSviewer is recommended. Having the purpose to systematically analyzing and demonstrating bibliometric data, VOSviewer enable to identify directions and symptoms of research and growth of knowledge in various disciplines. It’s described step-by-step analysis to create an easier utilization of VOSviewer for the first-time user. This study provides data analysis regarding the green marketing application in chemical industries throughout five years (2017-2021) by utilizing mapping tools in the VOSviewer. Qualitative descriptive was used to describe the bibliometric analysis performance by producing network visualization of this topic. 988 relevant published journals were found ranging from 2017-2021, which were then grouped into seven clusters. After grouping the journal data, we discovered that the total number of articles published on the topic of green marketing mix in chemical industries from 2017 to 2021 is 192. The conclusion resulted that the novelty in green marketing mix topic is still wide open to learn, since it’s related to various field