Yeşil Pazarlama ve Yeşil Muhasebe Konularının Görsel Haritalama Tekniğine Göre Bibliyometrik Analizi

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Yalçın A., Sümerli Sarıgül S.

Üçüncü Sektör Sosyal Ekonomi Dergisi, cilt.56, sa.1, ss.304-328, 2021 (Hakemli Üniversite Dergisi)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 56 Konu: 1
  • Basım Tarihi: 2021
  • Dergi Adı: Üçüncü Sektör Sosyal Ekonomi Dergisi
  • Sayfa Sayıları: ss.304-328


Artan çevresel duyarlılık ve işletmelerin çevresel duyarlılığı dikkate alma gereksinimi yeşil pazarlama ve yeşil muhasebe yaklaşımlarının ortaya çıkmasını sağlamıştır. Bilginin üretilmesinde ve üretilen bilginin alanına yönelik gelişmenin sağlanabilmesinde akademik çalışmalar kritik önem taşımaktadır. Dolayısıyla araştırmanın amacı, literatürde yeşil pazarlama ve yeşil muhasebe alanına yönelik çalışmaların incelenmesidir. Yeşil pazarlama ve yeşil muhasebe alanına yönelik çalışmalar bibliyometrik analiz kullanılarak incelenmiştir. 1975-2020 yılları içerisinde bulunan alana yönelik çalışmalar Web of Science veri tabanında taratılarak bibliyometrik analiz yöntemiyle incelenmiştir. Çalışmanın örneklemi Web of Science veri tabanından ulaşılan çalışmalardır. İncelenen çalışmalar daha sonra görsel haritalama yöntemi ile görselleştirilmiştir. VOSviewer programı kullanılarak görselleştirilmiştir.

Extensive Summary

When the environmental problems that emerged with the industrialization process in the world reached serious levels, preventive or reducing remedies were sought by developed countries. The rationale that leads businesses to act sensitive and concerned with these environmental problems is that environmental impacts have recently reached very important levels. For these reasons, environmental problems should be addressed globally, and then necessary steps should be taken for a solution. In this context, activities have been initiated in order to determine the damages that businesses have given to the nature and to determine their effects and to calculate, monitor, classify and report the costs that may occur in businesses in accordance with the social responsibility concept of accounting. Increasing industrialization from past to present and changing consumption habits of societies can cause deterioration of ecosystems. Especially as a result of the intense interest of environmental sustainability issues, it has gained a different dimension and different approaches have been developed on how environmental issues can be adapted to marketing practices (Atılgan, 2019). Green marketing, which is related to consumer awareness of green products and green products, is one of the most important initiatives of businesses.

The aim of the study is to reveal the findings by examining the trends in green marketing and green accounting areas. With the help of bibliometric analysis, by examining the scientific studies in the literature regarding the field, important information about the field such as the most cited publications, authors of the publications, countries of the authors, places where the publications are published can be reached. When the data for both fields are examined separately in the web of science database, it has been observed that the interest in the field has increased in recent years. However, when looking at the studies that deal with both fields at the same time, it is seen that the number of studies is almost negligible. Due to the low number of studies in which both areas are considered and interpreted together, our study aims to visualize the findings by using bibliometric analysis by taking the two areas together, followed by visual mapping method.

The Web of Science (WoS) database, one of the largest and most comprehensive bibliographic databases covering multidisciplinary fields, is used in the study. Detailed information about the areas can be accessed using the WoS database. The data of the study were obtained from the WoS database on January 30, 2021. There is no time limit for data scanning. Since it is possible to search the WoS database since 1975, the data cover all studies between 1975-2020. Thanks to the

Yalçın, A. – Sümerli Sarıgül, S., 304-328


data obtained, comprehensive information about the field such as how many studies were conducted in the field, in which years the publications were made, in which years increased and decreased, citation analysis, author information, author collaborations, journals in which the studies were published and document type were obtained. The VOSviewer (version 1.6.16) program was used to show the main topics or main research areas in green marketing and green accounting areas, the development of the areas over time or how they relate to each other.

When the studies in the literature are examined, it is noticed that the number of studies related to the fields has increased especially in recent years (see Figure 1-2). Although there are separate studies for both fields, it has been observed that the number of studies dealing with both fields together is almost negligible and only two studies have been published in all years (see Table 1). One of the publications was published in 2015 and the other in 2019. The study published in 2015 was published as a paper, and the study published in 2019 was published as an article. The countries of the authors in two studies in which green marketing and green accounting areas are discussed at the same time are Bangladesh, England, Hungary, Malaysia and China. Publication and Citation Analysis, Co-authorship, Co-Realization and Bibliographic Matching were examined with the VOSviewer program and their maps were shown in detail.