Pursuing the Origins of ESG in Marketing Literature: A Bibliometric Analysis
(A2024-119695)

AUTHORS

Katerina Papakonstantinou, University of Piraeus; MARKOS TSOGAS, University of Piraeus

ABSTRACT

ESG is gaining a considerable market momentum, yet in marketing literature its scientific adequacy is not well evidenced. This study is the first systematic attempt to unveil the theoretical foundations of ESG in the marketing literature, albeit it is not a new concept. To fulfil the objective of the research, a bibliometric analysis based on marketing articles was conducted. The review of 2.579 marketing articles, offered an overarching picture of the concept, whereas revealed that ESG is engulfed by a small group of marketing authors. The analysis further indicated ESG as a concept that is linked to the concepts of CSR and Sustainability, but it doesn’t seem to be scientifically emerged from marketing literature. The findings necessitate the advancement of the research, opening thus a new path for further research in the field. Furthermore, this study provides initial insights for marketing managers on how to better plan their ESG strategies.