Green marketing: A systematic literature review using text mining Karmugilan Kasinathan1, Rajeswari B2, Pachayappan Murugaiyan3 1Research scholar, Department of Management Studies, Pondicherry University, Pondicherry, India, Email id: karmugilan88@gmail.com 2Assistant Professor, Department of Management Studies, Pondicherry University, Pondicherry, India. Email id: raajeebster@gmail.com 3Assistant Professor, Production and Operations Management, Xavier Institute of Management & Entrepreneurship, Chennai, India. Email id: pachayappanvn@gmail.com Online published on 23 March, 2018. Abstract Green marketing founds high value in research due to environment depletion. Green marketing involves the practice of reducing wastages and less environmental impact in the process of production, consumption and disposition. There are a very few literature studies are available for green marketing. The paper aims to present a literature review for green marketing from the earlier stage to existing, which furnish the contextual propagation of the research in green marketing. The research articles from last three decades are collected and classified based on sequence of periods to conduct a systematic literature review. Research articles were collected carefully from reputed journals of green marketing. A total of 168 papers were collected and classified periodically to six different stages of five consecutive years. These five year literature data is reviewed by text mining concept viz. word cloud and word cluster, it is a pictorial observation to untie the hidden patterns in the literature of green marketing to identify the research problem which are still lacking in the literature of green marketing. The classified literature data was text mined by R-studio text mining packages and Gephi (network visualization software)is used to obtain the word cluster for the overall literature data collection. The results showed the contextual trend of green marketing during the overall period of study. The major findings were about the different factors which influenced the trend of manufacturers in production process and the factors that played a vital role in purchase decision of end users. The paper is concluded with green marketing has become a major inevitable part of consumerism and the public interest towards environmental concern has grown up. The study has year-wise limitations and sources which were not accessible which would be a gateway for future discussions. Top Keywords Green Marketing, Systematic Literature Review, Text Mining, Gephi. Top |