Bridging the Gap in Green Marketing Research: A Global Overview and a Roadmap for Vietnam

While green marketing has gained significant global traction over the last twenty years, it has yet to be fully integrated into Vietnam’s academic circles or business practices. This gap is primarily attributed to a lack of robust theoretical foundations. By employing a content analysis approach to review existing literature, this study examines 109 papers sourced from the Science Citation Index. The findings highlight how green marketing evolved between 1998 and 2018 in terms of its theoretical underpinnings, methodologies, and expanding scope. Additionally, the paper suggests specific research pathways suited to Vietnam’s unique landscape, aiming to align domestic studies with global advancements.