




































BANGLADESH JOURNAL OF MULTIDISCIPLINARY SCIENTIFIC RESEARCH 9(6) (2024), 17-30 

17 

        MULTIDISCIPLINARY SCIENTIFIC RESEARCH 
          BJMSR VOL 9 NO 6 (2024) P-ISSN 2687-850X E-ISSN 2687-8518 

         Available online at https://www.cribfb.com 

     Journal homepage: https://www.cribfb.com/journal/index.php/BJMSR 

                                                                                                                                                                                                    Published by CRIBFB, USA 
                                                                                                                                     

HOLISTIC MARKETING AND SUSTAINABILITY: INSIGHTS FROM A 

BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH     
 

 Wahiduzzaman Khan (a)   Kazi Ahmed Farhan (b)   Md. Belal Hossain (c)1   
 

(a) Professor, School of Business, Ahsanullah University of Science and Technology, Dhaka, Bangladesh; E-mail: drwahid.sob@aust.edu   
(b) Assistant Professor, School of Business, Ahsanullah University of Science and Technology, Dhaka, Bangladesh; E-mail: kaf.sob@aust.edu 
(c)Lecturer, Department of Marketing, Jashore University of Science and Technology (JUST), Jashore, Bangladesh; E-mail: 

b.hossain@just.edu.bd 
                     

 
A R T I C L E I N F O 

 
 

Article History: 

 

Received: 26th July 2024 

Reviewed & Revised: 26th July 

to 9th December 2024  

Accepted: 10th December 2024  

Published: 16th December 2024  

 
Keywords: 

 

Price Fairness, Social Media Marketing, 
Service Quality, Consumer Behaviour, 

Customer Loyalty 

 
JEL Classification Codes: 

 

M31, Q01, M14 

 
       

      Peer-Review Model:  

 

      External peer review was done through  

      double-blind method. 

        

 
A B S T R A C T      
 
Sustainability has grown into vital focus in global business practices, with companies increasingly 

integrating sustainable strategies into their marketing approaches. However, research on the 

convergence of sustainability and holistic marketing still needs to be completed, especially in emerging 

economies. A cohesive understanding is necessary for businesses to adopt comprehensive strategies that 

serve both financial and ecological objectives. This study investigates global research trends in 

incorporating sustainability into holistic marketing. Using a bibliometric analysis, data from 105 peer-

reviewed articles published between 1996 and 2024 were analyzed and sourced from Scopus through 

the PRISMA framework. Visualization tools like VOSviewer were used to map co-authorship networks, 

keyword co-occurrence, and citation patterns. The results reveal that sustainability is increasingly 

becoming a focal point in marketing strategies, with significant contributions from developed economies 

like the United States and the United Kingdom, while emerging economies like India are gradually 

entering the discourse. The co-occurrence analysis identified four key thematic clusters: sustainability 

and innovation, marketing and product development, corporate social responsibility (CSR) and supply 

chain management, and decision-making processes. The findings of this study indicate a growing 

alignment between sustainability and holistic marketing, particularly in innovation and product 

development. However, the research remains concentrated in developed regions, highlighting the need 

for more studies in emerging markets. The results suggest a need for greater collaboration between 

areas to foster a more global approach to sustainable marketing practices. 

 
 

© 2024 by the authors. Licensee CRIBFB, USA. This open-access article is distributed under the 
terms and conditions of the Creative Commons Attribution (CC BY) license 
(http://creativecommons.org/licenses/by/4.0).  

            

 

INTRODUCTION 

In the last few years, sustainability has been increasingly popular, particularly within marketing. As businesses increasingly 

recognize the importance of integrating sustainable practices into their operations, the role of holistic marketing becomes 

paramount. Holistic marketing encompasses a comprehensive approach that considers the interconnectedness of various 

marketing elements, including social, economic, and environmental factors (Kemper et al., 2018; Salvi et al., 2018). 

The application of holistic marketing strategies can boost the efficiency of sustainability efforts, as evidenced by 

studies that highlight the importance of considering diverse stakeholder needs and the broader implications of marketing 

decisions on sustainable development (Hatipoglu & Inelmen, 2022; Boley & Nickerson, 2013; Lozano, 2015). The 

increasing emphasis on sustainability within marketing practices is also reflected in the growing body of literature that 

employs bibliometric analysis to map research trends and identify influential contributions in the field (Wani, 2023). This 

bibliometric perspective not only sheds light on the evolution of sustainability in marketing but also underscores the 

necessity for a cohesive framework that integrates various dimensions of sustainability into marketing strategies (Dias et 

al., 2020). By examining the interplay between marketing, sustainability, and organizational culture, researchers can better 

understand how holistic marketing drives sustainable practices and contributes to achieving the United Nations Sustainable 

Development Goals (SDGs) (Shaukat et al., 2023; Lu et al., 2021). 

Despite the growing body of literature on sustainability and marketing, much of the research still needs to be 

complete, and a thorough understanding of how these areas can be successfully incorporated is required. This gap limits the 

                                                      
1Corresponding author: ORCID ID: 0009-0003-4154-8566 
© 2024 by the authors. Hosting by CRIBFB. Peer review is the responsibility of CRIBFB, USA.  

https://doi.org/10.46281/bjmsr.v9i6.2260 

 
To cite this article: Khan, W., Farhan, K. A., & Hossain, M. B. (2024). HOLISTIC MARKETING AND SUSTAINABILITY: INSIGHTS FROM A 

BIBLIOMETRIC ANALYSIS OF GLOBAL RESEARCH. Bangladesh Journal of Multidisciplinary Scientific Research, 9(6), 17-30. 

https://doi.org/10.46281/bjmsr.v9i6.2260 

http://creativecommons.org/licenses/by/4.0/)
http://creativecommons.org/licenses/by/4.0/)
https://www.openaccess.nl/en
https://doi.org/10.46281/bjmsr.v9i6.2260
https://orcid.org/0000-0003-4265-9009
https://orcid.org/0009-0006-2210-5649
https://orcid.org/0009-0003-4154-8566


Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

18 

potential for businesses to develop holistic marketing strategies that contribute meaningfully to sustainability goals, 

especially in emerging economies. This study attempts to close this gap. By providing an overview of global trends, 

highlighting key thematic areas, and offering insights into future research directions. The main goal of this study is to 

provide an extensive bibliometric analysis of the global literature on the intersection of sustainability and holistic marketing. 

The main result is the identification of key authors, research trends, and collaborative networks that have shaped the 

discourse. By identifying several intermediate problems—such as the fragmented nature of research and the 

overrepresentation of studies from developed countries—this study seeks to highlight areas for improvement that will help 

businesses adopt more effective holistic marketing strategies. 

The remaining sections of this study are organized as follows: Section 2 reviews the relevant literature, Section 3 

outlines the research methodology, and Sections 4 and 5 present the results, discussion, and conclusion of the study. 

 

LITERATURE REVIEW 

The intersection of sustainability and holistic marketing has recently attracted substantial interest in both academic and 

corporate circles. Holistic marketing is an approach that considers the interconnectedness of all marketing activities, aligning 

them with social, economic, and environmental objectives. This strategy is becoming increasingly more pertinent as 

companies are pressured to implement sustainable practices beyond profit maximization and address broader societal 

concerns (Kemper & Ballantine, 2019). 

Numerous research studies have examined how to include sustainability in marketing strategies, with particular 

attention on corporate social responsibility (CSR) and the contribution of innovation to the advancement of sustainable 

business models (Dias et al., 2020). Research shows that holistic marketing can drive sustainability by aligning marketing 

practices with ethical and environmental goals (Lozano, 2018). However, the literature still needs to be more comprehensive, 

and there is limited empirical evidence on how this integration plays out in different industries, particularly in emerging 

economies (Kumar et al., 2020). 

Scholars such as Maroto and others have emphasized the importance of value co-creation and green marketing as 

essential components of sustainable business models (Maroto, 2022). However, much of the research has been concentrated 

in developed economies, with little attention paid to the challenges businesses face in developing countries, such as resource 

constraints and digital infrastructure limitations (Zhao et al., 2023). Additionally, while there is growing interested in the 

role of digital transformation in supporting sustainable marketing, this area still needs to be explored (Pandya et al., 2023). 

A growing body of literature has also examined the role of consumer perceptions in shaping sustainability-driven 

marketing strategies. Studies highlight the increasing demand for transparency and ethical practices in marketing, with 

consumers becoming more eco-conscious and demanding explicit, credible sustainability claims (Machová et al., 2022). 

However, there is a lack of research on how these consumer trends impact long-term brand loyalty and business 

performance, particularly in relation to holistic marketing strategies (Shaukat et al., 2023). 

The literature reveals a variety of theoretical frameworks used to study sustainability in marketing, including the service-

dominant logic (Maroto, 2022) and corporate social responsibility frameworks (Kemper & Ballantine, 2019). These 

frameworks have been instrumental in advancing our understanding of how businesses can align their marketing practices 

with sustainability goals. However, integrating these frameworks within the context of holistic marketing still needs to be 

improved (Lu et al., 2021). 

Despite these advances, several issues need to be solved in the literature. First, understanding how holistic 

marketing can be applied across different industries and regions to promote sustainability needs to be improved. Second, 

the literature is dominated by studies from developed countries, leaving gaps in our understanding of how businesses in 

emerging economies can leverage holistic marketing to address sustainability challenges. Third, while many studies focus 

on CSR and innovation, few address the role of consumer behavior in driving sustainable marketing strategies (Yulianti & 

Zulfikar, 2023). 

In summary, the existing literature highlights the importance of integrating sustainability into holistic marketing, 

but significant gaps must be addressed. These gaps include the need for more empirical studies in emerging economies, 

limited industry-specific research, and insufficient exploration of consumer behavior in response to sustainable marketing 

efforts. 

This study aims to fill these gaps by performing a bibliometric analysis of the worldwide literature on holistic 

marketing and sustainability. This study offers insights that can direct future research and assist companies in implementing 

more thorough sustainability-driven marketing strategies by mapping research patterns and identifying important topic 

clusters. 

 

MATERIALS AND METHODS 

Research Design 

This research will adopt a bibliometric approach using tools like VOSviewer to analyze the literature on sustainability within 

holistic marketing (Rayhan et al., 2024). Bibliometric analysis allows for mapping research landscapes and visualizing 

relationships between authors, keywords, journals, and publications, thus clearly understanding research trends and 

collaborations. 

 

Data Collection 

The data will be collected from renowned academic databases such as Scopus, which will focus on peer-reviewed journal 

articles (Zhao et al., 2023), conference papers, and book chapters that address sustainability and holistic marketing. Finally, 

for this study authors consider only research articles and for selecting the relevant articles authors have followed a key 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

19 

searching key strings showed in table 1. 

 

Search Criteria 

To evaluate the pertinent literature for this investigation, the authors utilized the PRISMA diagram shown in figure 1, which 

stands for Preferred Reporting Items for Systematic Reviews and Meta-Analysis (Saif et al., 2022). The authors followed 

the most recent and revised guidelines of PRISMA 2020 to classify the relevant documents suitable for reporting. 

 

Table 1. The searching key strings 

 
SPAR-4-SLR Consideration Decision 

Assembling (Identification) Search focus  Sustainability in Holistic Marketing 

 Search keywords sustainability AND holistic AND marketing 

 Search database Scopus 

 Search field Article title, abstract, and keywords 

 Search result 216 documents 

Arranging (Screening and Eligibility) Search period  1996 until September 2024 

 

Data Analysis 

Co-Authorship and Citation Network Analysis:  

Using VOSviewer, co-authorship networks and citation patterns will be analyzed to identify influential authors and 

collaborative research clusters (Carchiolo et al., 2022). 

 

Co-Occurrence of Keywords:  

To map recurring keywords related to sustainability and holistic marketing, indicating research trends and thematic clusters 

(Fergnani, 2019). 

 

Trend Analysis:  

To identify shifts in research focus, such as the transition from CSR to broader sustainability frameworks in marketing 

(White et al., 2019). 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 1. The PRISMA flow figure  

Total 216 papers were found (n = 

116) 

61 documents were disqualified based on the 

following criteria: "Social Sciences," 

"Economics, Econometrics and Finance," and 

"Business, Management, and Accounting." 

155 relevant readings  

(n = 155) 

48 documents were deemed invalid due to the 

article-only criteria.  

107 related papers  

(n = 107)  1 paper was dropped due to consideration in the 

final publishing stage. 

106 appropriate papers  

(n = 106) 
1 document was eliminated due to its exclusive 

consideration of the English language. 

105 papers were included (n = 

105)  

Identification of Relevant Papers from the Research Databases 

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Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

20 

RESULTS AND DISCUSSIONS 

The study's identification of key journals is highlighted in table 2, the central platforms advancing the intersection of 

sustainability and holistic marketing. Sustainability (Switzerland), with the most articles, is a leading source for 

interdisciplinary research, showing how sustainability principles are increasingly being integrated into business and 

marketing strategies. This journal's prominence reflects the growing academic interest in examining sustainability from 

multiple dimensions, including social, environmental, and economic factors. Similarly, the Journal of Cleaner Production 

underscores the importance of operational sustainability, emphasizing eco-efficiency and sustainable development. This 

emphasis on more environmentally friendly production methods demonstrates how companies must match their operational 

procedures with their sustainability objectives, which is essential to holistic marketing. Other publications like Business 

Strategy and the Environment and Technological Forecasting and Social Change highlight sustainability's strategic and 

innovative elements. To maintain competitiveness and support global sustainability goals, these articles show that 

companies must embrace and incorporate sustainable practices into their long-term plans. 

The key publications identified in the study showed in table 3, shed light on emerging trends and practical 

applications in the field. For instance, digital transformation and sustainability research highlights how businesses leverage 

technology to support their sustainability initiatives. By integrating digital tools, companies can enhance transparency in 

their supply chains and engage more effectively with consumers about their sustainability efforts. This trend suggests that 

digital transformation is critical in driving sustainable marketing practices. Another notable publication on consumer 

perceptions of sustainability labels points to the increasing demand for transparency and ethical practices in marketing. As 

consumers become more eco-conscious, businesses must confirm that their sustainability demands are clear and credible, 

using labels and certifications to build trust and brand loyalty. Additionally, the research on eco-innovation and sustainable 

marketing in B2B contexts, such as port marketing, demonstrates that even industrial sectors are adopting sustainable 

practices. These findings underscore the broader adoption of sustainability across various industries, showing that businesses 

in all sectors are increasingly expected to innovate and lead the way in sustainable development. 

 

Key Journals 

Table 2. The most frequent journals publishing on this intersection 

 
 Journal Name Articles on this intersection 

1 Sustainability (Switzerland) 15 

2 Journal of Cleaner Production 5 

3 Journal of Macro-marketing 3 

4 Business Strategy and the Environment 3 

5 Technological Forecasting and Social Change 2 

Sources: Generated from Scopus Dataset 

 

Key Publications 

Table 3. Some of the notable articles from this dataset include: 

 
 Title 

1 Research streams on digital transformation from a holistic business perspective: A systematic literature review and citation network analysis 

2 Consumer perceptions of sustainability labels for alternative food networks 

3 Promotion of eco-innovation to leverage sustainable development of eco-industry and green growth 

4 Port marketing as a manifestation of sustainable marketing in a B2B context 

Sources: Generated from Scopus Dataset 

 

The "Documents by Year" graph shows in figure 2, an increasing trend in publications on sustainability and holistic 

marketing from 1996 to 2024, with notable spikes in 2013, 2020, and 2023. The early years (1996-2008) saw limited activity, 

suggesting initial topic exploration. A sharp increase around 2011-2014 likely reflects growing interest in sustainable 

business practices and the influence of global initiatives like the UN Sustainable Development Goals (SDGs). The surge in 

2020 could be linked to the COVID-19 pandemic, which heightened the focus on sustainability in marketing strategies and 

corporate responsibility. This trend suggests that the academic discourse around integrating sustainability within holistic 

marketing is gaining momentum as environmental and social concerns rise globally. 

 

Corpus Findings 

 
Figure 2. Document by Year 

Sources: Generated from Scopus Dataset 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

21 

Figure 3 shows how research documents are distributed by nation or region, highlighting that the United Kingdom 

and the United States lead the production of scholarly works related to sustainability and holistic marketing. This prominence 

may reflect the extensive focus on sustainability in these countries, supported by advanced research infrastructure and 

funding. Additionally, both countries have proactively adopted sustainability practices in business and academia. India 

follows, reflecting the growing emphasis on sustainability in emerging economies, particularly in response to environmental 

challenges and sustainable development goals. The presence of Germany, Australia, and South Africa in the figure indicates 

the global scope of interest in integrating sustainability into marketing frameworks, suggesting a trend of increasing 

awareness across both developed and developing nations. These results imply a global shift towards holistic and sustainable 

business practices, as countries worldwide recognize the importance of balancing economic growth with environmental and 

social responsibility. This cross-country analysis underscores the need for international collaboration in sustainability 

research to address shared global challenges effectively. 

 
Figure 3. Document by country 

Sources: Generated from Scopus Dataset 

 

Figure 4 shows the key authors contributing to the intersection of sustainability and holistic marketing based on 

the documents collected from the Scopus database and analyzed using VOSviewer. Authors like Kumar, D., Lee, M.Y., and 

Lozano, R. are among the most prolific contributors, producing significant documents in this research area. The presence of 

these authors indicates their influence and thought leadership in the field, reflecting ongoing research into how sustainability 

can be integrated into holistic marketing strategies. For instance, authors such as Lozano, who has extensively studied 

corporate sustainability, highlight the growing academic discourse around embedding environmental, social, and economic 

considerations into business practices. The consistency in the contributions from these key authors suggests that 

sustainability in marketing is not only a growing academic interest but is also becoming central to how businesses operate, 

especially in light of sustainable development objectives and corporate social responsibility. These results highlight how 

crucial it is to conduct more studies on the cooperative efforts of these important players to promote creative ways in 

sustainable marketing tactics. 

 
Figure 4. Documents by Authors 
Sources: Generated from Scopus Dataset 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

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The visualization of figure 5 represents the co-citation network of authors who have been frequently cited together 

in the context of sustainability and holistic marketing research. Authors like Vargo S.L., Peattie K., Porter M.E., and Kumar 

S. are prominent within their respective clusters, indicating their strong influence in this field. Vargo’s co-citation with 

authors such as Peattie and Porter reflects a significant body of work related to service-dominant logic and sustainability 

marketing, emphasising value co-creation and green marketing. The presence of Kumar S. in a separate cluster signifies his 

contributions in more recent or distinct areas of sustainable marketing, potentially focused on empirical studies and applied 

strategies. The interconnections between these authors suggest a shared focus on integrating environmental and social 

responsibility into business practices, highlighting collaborative efforts to build frameworks that drive sustainable outcomes. 

This co-citation map indicates that sustainability in holistic marketing is grounded in diverse but interrelated research 

streams, emphasizing interdisciplinary approaches and global collaboration to address the complexities of sustainable 

business practices. 

 
Figure 5. Co-citations of cited authors 

Source: VOSviewer 

 

The patterns of collaboration across various nations in sustainability and holistic marketing research are depicted 

in the co-authorship network map in Figure 6. Given these nations' significant academic and research collaboration levels, 

the United States, Germany, and the United Kingdom are major cooperation centres. These nations have well-established 

research infrastructures, extensive networks, and significant investments in sustainability research. The connections between 

these countries suggest that interdisciplinary and cross-border research is crucial in advancing sustainability in holistic 

marketing. South Africa's connection with the United Kingdom indicates the presence of collaborative research efforts 

between developing and developed nations, emphasizing the global relevance of sustainability challenges. 

Additionally, India, France, and Australia form another distinct cluster, showing regional research collaborations. 

India's strong presence in this network, particularly in connection with France and Australia, highlights its growing 

contribution to sustainability research as a developing nation grappling with large-scale environmental challenges. These 

co-authorship networks suggest that sustainability and holistic marketing research are driven by global collaboration, with 

significant contributions from developed and emerging economies, reflecting the universal importance of sustainable 

business practices. The collaboration among these countries is essential to address global challenges and create shared 

solutions. 

This network emphasizes the importance of international research collaboration to foster innovation, share 

knowledge, and develop comprehensive solutions that cater to diverse economic and environmental contexts. 

 
Figure 6. Network of Co-authorship of countries 

Source: VOSviewer 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

23 

The density visualization of bibliographic coupling between countries highlights regions with the highest 

concentration of collaborative academic outputs in sustainability and holistic marketing, as shown in figure 7. The United 

States and the United Kingdom are shown as the most prominent hubs of research, indicated by the intensity of the yellow 

regions. This suggests that these countries produce a significant volume of research and have high levels of academic 

collaboration with other nations. The proximity of Germany and South Africa to these hubs indicates substantial cooperation 

and educational exchange between these countries and the central research leaders. 

India, France, and Australia also show significant research outputs and collaboration. However, they appear as 

separate clusters, suggesting that while they contribute meaningfully to the global body of research, their collaborations may 

be more regionally focused or involve specific partnerships rather than with the dominant hubs of the US and UK. This 

visual separation could imply differences in regional research priorities or resource allocation in sustainability and holistic 

marketing. 

The density of these collaborations suggests a global push towards interdisciplinary and cross-national research 

addressing shared global sustainability challenges. However, the clustering indicates that while significant collaboration 

exists within specific regions, there is still room for more global integration in research efforts. Expanding regional 

partnerships, especially between developed and emerging economies, could help create more comprehensive and globally 

applicable solutions for sustainability in holistic marketing. 

 
Figure 7. Density visualization of bibliographic coupling of countries 

Source: VOSviewer 

 

The co-word analysis map of all keywords provided in figure 8 reflects the intricate network of terms frequently 

used in research focused on sustainability and holistic marketing. The central prominence of "sustainability" and 

"sustainable development" as primary nodes indicates that these themes form the core of academic discourse in this domain. 

Around these two nodes, interconnected terms such as "decision making," "corporate social responsibility," "innovation," 

and "supply chain management" suggest that sustainability is widely explored in relation to how businesses integrate 

responsible decision-making and management strategies into their operations. 

The broad connectivity also reveals that sustainability intersects with various economic, social, and environmental 

considerations, highlighting its multidimensional nature. For instance, the link between "supply chain management" and 

"circular economy" suggests a growing focus on sustainable business models that minimize waste and emphasize resource 

reuse. Similarly, "green marketing" and "eco-innovation" imply that businesses are leveraging sustainability as an 

operational strategy and a marketing tool to appeal to customers who care about the environment. 

Moreover, keywords like "climate change" and "consumer perception" demonstrate that sustainability research is 

not confined to corporate strategies but also explores broader societal impacts, including how consumers respond to green 

initiatives and the role of businesses in mitigating environmental challenges. Terms like "agriculture" and "tourism 

development" point to the sectoral relevance of sustainability, underscoring that industries with significant environmental 

footprints are key focus areas. 

The co-word of diverse keywords reveals an increasing trend toward interdisciplinary and international 

collaboration in sustainability research. This suggests that businesses and researchers recognize the importance of holistic 

approaches integrating innovation, consumer behavior, and corporate responsibility to achieve long-term sustainability 

goals. As noted in the original article, integrating sustainability into company plans is a global priority rather than merely a 

localized issue (Hatipoglu & Inelmen, 2022). The map underscores the complexity and interrelatedness of factors driving 

sustainability in the contemporary business landscape. 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

24 

 
Figure 8. Network Visualization of Co-Word Analysis 

Source: VOSviewer 

 

The "Network Visualization of Co-Authorship" figure 9 illustrates the collaborative efforts among researchers in 

sustainability and holistic marketing. The density visualization, where brighter areas indicate more frequent collaborations, 

highlights key researchers or groups who play significant roles in advancing this academic field. Researchers like 

"Schaltegger S.," "Tseng P.-H.," and "Simmons J.A." appear prominently, suggesting their influence through frequent 

collaborations and contributions. 

The rationale behind co-authorship visualization is to map out how interconnected the academic community is and 

identify which researchers or groups drive thought leadership. These collaborations are often critical in interdisciplinary 

research areas such as sustainability and holistic marketing, where integrating perspectives from different fields, such as 

economics, environmental science, and business strategy, leads to more comprehensive and impactful findings. These 

researchers will likely contribute to significant projects or studies that require collective expertise to address complex global 

challenges like corporate social responsibility, eco-innovation, or sustainable business models. 

The implications of these results are significant for both academia and practice. This network visualization helps 

researchers identify potential collaborators with a proven track record in advancing the field. Additionally, it provides 

insights into geographic or institutional trends, as highly collaborative networks often span countries or universities, leading 

to more robust research outcomes. For practitioners, such collaborative networks suggest the depth of research behind 

sustainability and holistic marketing strategies, highlighting that a diverse, interdisciplinary academic foundation supports 

these fields. 

 
Figure 9. Density visualization of Co-authorship network 

Source: VOSviewer 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

25 

Collaborative research clusters in this domain 

In the VOSviewer keyword co-occurrence analysis, several clusters have emerged from figure 10, highlighting key concepts 

in the intersection of sustainability and holistic marketing. These clusters are colour-coded based on keyword similarities, 

each reflecting different areas of emphasis within the research landscape. 

 

Yellow Cluster (Sustainability, Holistic Approach, Innovation) 

The first prominent cluster is the yellow cluster, which centers on sustainability and includes keywords like holistic approach 

and innovation. This cluster suggests that sustainability is often discussed in the context of a comprehensive, all-

encompassing strategy. The holistic approach in marketing refers to integrating different aspects of business practices to 

meet broader sustainability goals. Furthermore, innovation is essential to creating sustainable corporate procedures or 

product design solutions. This combination is critical as companies attempt to integrate sustainability into their operational 

and marketing structures. 

The connection between sustainability and a holistic approach emphasizes the necessity of creative, integrated 

solutions to environmental problems. Businesses that use this strategy achieve their sustainability objectives more 

successfully, coordinating their operations with global endeavours like the UN's Sustainable Development Goals (SDGs) 

(Kemper & Ballantine, 2019; Kemper et al., 2018). This cluster underscores the growing recognition that sustainability 

cannot be addressed in isolation; instead, it must be embedded within the fabric of business operations and marketing 

strategies. 

 

Green Cluster (Marketing, Product Development, Sustainable Development) 

The green cluster includes keywords such as marketing, product development, and sustainable development, indicating the 

close relationship between these areas. This cluster implies that sustainable development heavily relies on the synergy 

between innovative product development and marketing strategies. Businesses aiming to achieve sustainability must focus 

on creating products that align with sustainable principles while marketing them effectively to consumers who increasingly 

demand eco-friendly solutions. 

Marketing is essential in communicating the value of these sustainable products to the market, and product 

development ensures that businesses are continuously innovating to meet environmental and social needs. The literature has 

extensively discussed this relationship, where sustainable marketing practices are linked with positive brand perception and 

long-term profitability (Lozano, 2018). The emphasis on product development within this cluster suggests that 

sustainability-driven businesses must continually innovate to remain competitive while ensuring that their marketing 

strategies reflect their commitment to sustainability. 

 

Blue Cluster (Corporate Social Responsibility, Supply Chain Management, Green Marketing) 

The blue cluster revolves around corporate social responsibility (CSR), supply chain management, and green marketing. It 

highlights the importance of embedding sustainability into the core business operations, from sourcing materials to 

delivering products. Supply chain management is critical to upholding sustainable practices throughout production, 

minimizing environmental impact and promoting social responsibility. 

Green marketing plays a crucial role in communicating these sustainable practices to the market in this cluster. 

Companies leverage green marketing strategies to highlight their commitment to sustainability and differentiate themselves 

in a competitive marketplace. CSR practices, including responsible supply chain management, are key to business success, 

as consumers increasingly value ethical and sustainable brands (Saeed & Kersten, 2019; Kumar et al., 2020). This cluster 

underscores the growing significance of aligning marketing strategies with CSR initiatives to foster consumer trust and 

loyalty. 

 

Turquoise Cluster (Decision Making) 

The turquoise cluster focuses on decision making, which is fundamental to implementing sustainability strategies. This 

cluster emphasizes that effective decision making, particularly at the managerial level, is essential for businesses seeking to 

integrate sustainability into their operations. Strategic decisions around sustainability involve balancing short-term 

profitability with long-term environmental and social responsibilities. 

Decision making in sustainability often requires a nuanced understanding of the trade-offs in pursuing sustainable 

practices. Leaders must navigate complex challenges, such as the financial costs of adopting green technologies or the risks 

associated with changing consumer expectations. The role of decision making in sustainability is well-supported in the 

literature, where it is often tied to the success of sustainable business strategies (Dias et al., 2020). This cluster emphasizes 

the critical role of leadership and strategic foresight in driving the sustainability agenda within organizations. 

 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

26 

 
Figure 10. Clusters from Co-occurrence of all keywords 

Source: VOSviewer 

 

Emerging Research Trends 

 
Integration of Sustainability into Core Business 

Strategies (Kemper et al., 2018; Oertwig et al., 

2017) 

There is a growing trend of integrating sustainability into organisations' core business models 

and marketing strategies. This is not limited to environmental aspects but extends to social 

equity and economic viability, forming a holistic approach to sustainability. The integration is 
seen across various sectors, signalling a shift from ad-hoc sustainability practices to systematic 

inclusion in marketing strategies. 

Increased Focus on Innovation in Sustainable 
Product Development (Hatipoglu & Inelmen, 2022; 

Vinodh et al., 2012; Zhang et al., 2022). 

Innovation, particularly in product development, is closely tied to sustainability initiatives. 
Businesses increasingly focus on developing products that align with sustainable principles 

while utilizing green marketing strategies to communicate these efforts to consumers. This trend 

is particularly noticeable in industries with high environmental impacts, such as manufacturing 

and consumer goods, where product innovation can directly address sustainability challenges. 

Rise of Green Marketing and CSR Initiatives 

(Machová et al., 2022; Zhang & Berhe, 2022; Park 

et al., 2022) 

Corporate social responsibility (CSR) and green marketing are critical components of holistic 

marketing strategies. Businesses leverage these concepts to promote sustainability initiatives, 

building stronger connections with eco-conscious consumers. This trend reflects the growing 
consumer demand for ethical and sustainable brands, with green marketing used to differentiate 

companies in competitive markets. 

 

Global Collaboration in Sustainability Research 

(Payumo et al., 2021; Yarime et al., 2010; Amato, 

2021). 

The bibliometric analysis reveals a significant increase in international collaboration on 

sustainability research, with countries like the United States, the United Kingdom, and India 

leading the discourse. This global push highlights the need for interdisciplinary research, where 
scholars from different regions and fields collaborate to address sustainability issues from 

various perspectives (Wani, 2023). The emphasis on international research suggests that 

sustainability challenges are global problems requiring collective solutions. 

Focus on Decision-Making and Strategic 

Leadership (Wanaswa et al., 2019; Mahdi & Nassar, 

2021; Cortes & Herrmann,2021) 

Decision-making and strategic leadership are emerging as key drivers of successful 

sustainability integration in businesses. Managerial decision-making processes increasingly 

account for the trade-offs between short-term profitability and long-term sustainability goals. 

Leadership within organizations is critical in embedding sustainability into operations, 

marketing, and corporate strategies. 

Source: Authors 

 

Research Gaps 

 
Fragmentation of Sustainability and Holistic 

Marketing Research (Durach et al., 2017; Wiltsey 

Stirman et al., 2012; Manninen et al., 2023; 
Butdisuwan et al., 2024) 

While there is an expanding body of literature on sustainability and holistic marketing, much of 

the research still needs to be completed. Studies often focus on sustainability or marketing in 

collaboration with adequately exploring the synergy between the two fields. This limits the 
understanding of how holistic marketing strategies can effectively drive sustainability. There is 

a need for more comprehensive research that bridges these gaps and explores how the different 

dimensions of holistic marketing (relationship, integrated, internal, and socially responsible 
marketing) intersect with sustainability principles. 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

27 

Limited Empirical Studies in Emerging Economies 

(Esfahbodi et al., 2016; Shamim et al., 2020;  Zhou 

et al., 2017) 

Most research on sustainability within holistic marketing strategies is concentrated in developed 

countries, such as the United States and the United Kingdom. However, there needs to be more 

empirical studies from emerging economies, where sustainability challenges are often more 

pronounced. Countries like India and South Africa are increasingly involved in sustainability 
discourse, but more research is needed to understand how holistic marketing strategies are 

implemented in these regions. 

Lack of Focus on Industry-Specific Sustainability 

Marketing (Borland et al., 2019; Sudirjo et al., 
2023; G. Hansen & Schaltegger, 2013). 

Many studies address sustainability in a generalized manner without delving into industry-

specific strategies. Certain industries, such as energy, transportation, and fashion, face unique 
sustainability challenges that require tailored marketing strategies. Research focusing on how 

specific industries incorporate sustainability into their marketing and operations remains 

limited, representing a gap that future studies can address. 

Underexplored Aspects of Consumer Behavior and 

Sustainability (Yulianti & Zulfikar, 2023; Wyrwa et 

al., 2023; Peattie, 2010). 

While much attention has been given to CSR and green marketing, more research on consumer 

behavior in response to sustainability initiatives still needs to be done. Specifically, how 

consumers interpret and respond to green marketing efforts and how these perceptions impact 
long-term brand loyalty still need to be explored. Future research can further investigate the 

psychological and behavioural aspects of consumer responses to sustainability-driven marketing 

efforts. 

Leveraging Technology for Sustainability (Gomez-
Trujillo & Gonzalez-Perez, 2021; Pandya et al., 

2023; Lim, 2016). 

As technology evolves, future research can explore how digital tools, data analytics, and 
artificial intelligence can support sustainability initiatives in marketing. For example, digital 

marketing platforms can help companies optimize their sustainability campaigns, reach eco-

conscious consumers more effectively, and track the environmental impact of their operations. 
 

Source: Authors 

 

CONCLUSIONS 

This study aimed to provide a comprehensive bibliometric analysis of global research exploring the intersection of 

sustainability and holistic marketing. By analyzing 105 peer-reviewed articles published between 1996 and 2024, this 

research mapped the evolution of sustainability in marketing practices, identifying key trends, thematic clusters, and 

research gaps. The findings revealed that sustainability is central to marketing strategies, especially in developed economies. 

Four thematic clusters were identified—sustainability and innovation, marketing and product development, corporate social 

responsibility (CSR) and supply chain management, and decision-making processes. The research shows that sustainability 

is closely tied to product innovation and responsible marketing, with increasing attention paid to CSR and stakeholder 

engagement. 

This paper provides a comprehensive bibliometric analysis of global research on integrating sustainability into 

holistic marketing, offering insights into key research trends, influential authors, and collaborative networks. It identifies 

four major thematic clusters: sustainability and innovation, marketing and product development, corporate social 

responsibility (CSR) and supply chain management, and decision-making processes. These clusters reflect the evolving role 

of sustainability in marketing strategies, especially in developed economies, while highlighting the gap in emerging markets. 

This study uniquely uses bibliometric tools such as VOSviewer to map research trends and co-authorship networks, 

contributing to a deeper understanding of how sustainability can drive holistic marketing strategies. 

The study enriches the academic understanding of the intersection between holistic marketing and sustainability 

by demonstrating how sustainability-oriented innovation, CSR, and product development play central roles in modern 

marketing strategies. Theoretical frameworks, such as corporate social responsibility and service-dominant logic, are 

essential for understanding how businesses integrate sustainability into their operations. This research contributes to the 

growing literature emphasising aligning marketing strategies with sustainability goals (Kemper & Ballantine, 2019). 

From a managerial perspective, the paper encourages businesses to adopt comprehensive sustainability-driven 

marketing strategies. It emphasizes the importance of innovation, CSR, and sustainable supply chain management in 

marketing practices. Managers are advised to integrate sustainability into their decision-making processes and marketing 

campaigns, leveraging digital tools and eco-innovation to meet consumer demands for transparency and ethical practices. 

Adopting sustainability practices for companies in emerging markets can help align with global standards, improve brand 

loyalty, and achieve long-term success. 

The study's limitations include its reliance on peer-reviewed articles from the Scopus database, which may exclude 

relevant research from other sources, such as industry reports or non-English publications. Additionally, the concentration 

of research in developed countries limits the generalizability of the findings to emerging markets. The study's bibliometric 

analysis focuses on co-authorship and citation networks, which, while valuable, may overlook important qualitative insights 

into how businesses implement sustainability and holistic marketing in practice. 

Future research should explore sustainability and holistic marketing strategies in emerging economies, where 

businesses face challenges such as resource constraints and digital infrastructure limitations. More empirical studies are 

needed to understand how companies in developing countries integrate sustainability into their marketing strategies. 

Additionally, future studies should investigate the role of digital transformation in promoting sustainable marketing, mainly 

using artificial intelligence, big data, and digital marketing platforms to optimize sustainable business practices. Expanding 

the research to cover industry-specific sustainability challenges, particularly in the energy, fashion, and transportation 

sectors, would also add valuable insights to the field. 

In addition, future studies should examine the long-term impacts of consumer perceptions of sustainability-driven 

marketing on brand loyalty and business performance. Understanding how green marketing strategies influence consumer 

behavior and purchasing decisions remains underexplored (Machová et al., 2022). 

 
 



Khan et al., Bangladesh Journal of Multidisciplinary Scientific Research 9(6) (2024), 17-30

 

28 

Author Contributions: Conceptualization, W.K. and K.A.F.; Methodology, W.K. and K.A.F.; Software, W.K. and M.B.H.; Validation, W.K. and K.A.F.; 

Formal Analysis, W.K. and K.A.F.; Investigation, W.K., K.A.F., and M.B.H.; Resources, W.K. and M.B.H.; Data Curation, K.A.F. and M.B.H.; Writing 

– Original Draft Preparation, W.K. and K.A.F.; Writing – Review & Editing, W.K. and M.B.H.; Visualization, K.A.F. and M.B.H.; Supervision, W.K.; 

Project Administration, W.K.; Funding Acquisition, W.K.  
Institutional Review Board Statement: Ethical review and approval were not required for this study as it does not involve vulnerable populations or 

sensitive topics.  

Funding: The authors received no funding for this research. 
Acknowledgements: The authors extend their heartfelt appreciation to all researchers and institutions whose contributions were essential to this study. 

They are particularly grateful to colleagues who offered valuable insights and feedback throughout the research. The support and collaboration from the 

academic community played a crucial role in bringing this work to completion. 
Informed Consent Statement: All participants in the study provided informed consent. 

Data Availability Statement: The data from this study can be accessed upon request through the corresponding author, as they are not publicly available 

due to restrictions.  
Conflicts of Interest: The authors declare no conflict of interest.      

 

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