Is green the new gold? Green branding and its state-of-the-art

Article

Bhardwaj, S., Chopra, R., Lim, W.M. and Kumar, S. 2026. Is green the new gold? Green branding and its state-of-the-art. Marketing Intelligence & Planning. 44 (1), pp. 189-205. https://doi.org/10.1108/MIP-08-2024-0595
TypeArticle
TitleIs green the new gold? Green branding and its state-of-the-art
AuthorsBhardwaj, S., Chopra, R., Lim, W.M. and Kumar, S.
Abstract

Purpose
Sustainability now represents a strategic necessity rather than a marketing afterthought, making green branding central to contemporary business. This study aims to present a state-of-the-art overview of green branding, covering both current insights and future directions.

Design/methodology/approach
This study conducts a bibliometric analysis on green branding research under the guidance of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA).

Findings
This study reveals the themes and topics characterizing green branding research and, through sensemaking, distills a parsimonious theoretical explanation: green branding involves a strategic green brand commitment that directs the operational green marketing mix to generate green brand equity, with ethical vigilance against greenwashing safeguarding the integrity of the brand.

Originality/value
This study delivers invaluable insights on green branding and lays the groundwork for subsequent inquiries, all directed toward achieving a greener and more sustainable future.

KeywordsBibliometric analysis; Green branding; Systematic literature review
Sustainable Development Goals12 Responsible consumption and production
Middlesex University ThemeSustainability
PublisherEmerald Publishing Limited
JournalMarketing Intelligence & Planning
ISSN0263-4503
Electronic1758-8049
Publication dates
Online26 Jun 2025
Print08 Jan 2026
Publication process dates
Submitted20 Aug 2024
Accepted24 May 2025
Deposited29 Sep 2026
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1108/MIP-08-2024-0595
Web of Science identifierWOS:001513777400001
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