Exploring Neuromarketing through a Green Lens: A Bibliometric Analysis

Neuromarketing, a modern approach to understanding consumer behavior, has been making waves with its unique insights and predictive accuracy. This research dove into the world of neuromarketing using a method called bibliometrics. The goal? To analyze and integrate the green concept of neuromarketing, spot important authors, track publication years, identify key journals, and pinpoint key terms related to the field. Neuromarketing tools are designed to enhance understanding for both enthusiasts and researchers. The study followed a four-step model—planning, selecting, extracting, and implementing—combined with a review setup from Silva's (2015) articles.

The findings were split into two phases. First, the researchers looked at the annual production of neuromarketing documents, the share of authoritative journals, subject areas, countries publishing articles, and the most productive authors. Then, they created knowledge maps, discovering 17 clusters with 109 items and 131 keywords. The study categorized green neuromarketing into four themes: sustainability and green consumption. The results were based on a framework that included theory, context, method, causes, decisions, and outcomes. All key terms related to neuromarketing were analyzed and their features studied.

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