Green Marketing and Sustainability in GCC-Linked Research: A Scopus-Based Systematic Literature Review with Bibliometric Mapping, 2025–2026

Abstract

This paper presents a Scopus-based systematic literature review of recent studies on green marketing and sustainability in the Gulf Cooperation Council (GCC) countries, along with descriptive bibliometric maps. An eight-step approach to conducting a systematic literature review (SLR) was employed, which includes the formulation of a research question, definition of a keyword and search methodology, selection of a database, application of inclusion and exclusion criteria, selection of studies through the PRISMA method, assessment of studies, and a synthesis of the findings. The search employed Scopus as the sole database, used the TITLE-ABS-KEY field for the terms "green" and "marketing," and was restricted to English-language journals dated 2025-2026 published in the selected GCC countries. Eighty-five records were generated. After screening for eligibility, 20 records were deemed relevant, and qualitative synthesis was conducted on 8 of them. Recent findings on green marketing research show strong linkages between environmental marketing, consumer perception, corporate reputation, business performance, green corporate social responsibility, corporate social responsibility, competitive advantage, and artificial intelligence. The studies reflect a growing emphasis on the sustainability strategy and digital transparency with evidence-based value creation.