The impact of sustainable marketing on firm performance: A bibliometric analysis

Abstract

Purpose This study synthesizes the fragmented literature on the impact of sustainable marketing on firm performance. Despite growing corporate interest, research findings remain contradictory. This paper aims to map the evolution of the field, identify key mediating factors, and propose a novel conceptual framework for understanding how sustainable marketing initiatives can drive business success. Methodology A bibliometric analysis was conducted on a final sample of 55 documents indexed in the Scopus database from 2013 to 2023. The study utilized VOSviewer to map keyword co-occurrences, identifying four central thematic clusters: sustainability, sustainable development, marketing strategy, and green marketing and supply chain management. Findings Results indicate that sustainable marketing generally has a positive long-term impact on performance. However, this relationship is not direct; it is mediated by factors such as green reputation, consumer trust, innovation, and marketing communication capabilities, while being hindered by barriers like greenwashing and implementation costs. Success requires an integrated approach that adapts to regional contexts and consumer environmental awareness. Practical and Research Implications The study proposes a novel conceptual framework that organizes variables into a logical structure linking strategic antecedents, mediating mechanisms, and multi-dimensional outcomes. Practical recommendations include integrating sustainable marketing into traditional strategies, investing in green supply chain management, and ensuring transparency. The research highlights the need for adaptive approaches and suggests future studies incorporate additional databases and empirical testing. Originality/Value This study provides the first bibliometric analysis to synthesize the relationship between sustainable marketing and firm performance into a structured conceptual framework. It integrates fragmented findings from 2013–2023 into a coherent body of knowledge, enriching theoretical understanding by linking results to the Resource-Based View (RBV) and Stakeholder Theory. It offers a new theoretical lens for the field and translates academic findings into practical managerial insights.