Digital Marketing and Consumer Experience in Building Brand Green Innovation in SMEs: The Trend Analysis Using a Bibliometric Analysis
Keywords:
Green Innovation, Sustainability, SMEs, Bibliometrics, Web of Sciences
Abstract
SMEs play a key role in promoting environmental sustainability. One important aspect is the adoption of green innovation to enhance environmental performance. This study explores research trends on green innovation in SMEs using bibliometric analysis based on 229 publications from the Web of Science database. The analysis, conducted with VOSviewer, covers publication patterns, leading journals, most cited and productive authors, keyword trends, and future research directions. The Journal of Cleaner Production emerged as the top journal, while Afum Ebenezer, Agyabeng-Mensah, and Charles Dad were among the most prolific authors. Jiangsu University was the most productive institution. Future research is expected to explore themes like open innovation, green HRM, green finance, and competitive advantage. This study is limited to SMEs and the Web of Science database, suggesting the need for broader future studies across other sectors. This bibliometric analysis contributes new insights into the intersection of green innovation and SMEs.
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References
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Al-Shammari, A. S. A., Alshammrei, S., Nawaz, N., & Tayyab, M. (2022). Green Human Resource Management and Sustainable Performance With the Mediating Role of Green Innovation: A Perspective of New Technological Era. Frontiers in Environmental Science, 10. https://doi.org/10.3389/fenvs.2022.901235
Albort-Morant, G., Leal-Rodríguez, A. L., & De Marchi, V. (2018). Absorptive capacity and relationship learning mechanisms as complementary drivers of green innovation performance. Journal of Knowledge Management, 22(2), 432–452. https://doi.org/10.1108/JKM-07-2017-0310
Anand, B. (2015). Reverse Globalization by Internationalization of SME’s: Opportunities and Challenges Ahead. Procedia - Social and Behavioral Sciences, 195, 1003–1011. https://doi.org/10.1016/j.sbspro.2015.06.359
Ardyan, E., Nurtantiono, A., Istiyanto, B., & Rahmawan, G. (2017). Green innovation capability as driver of sustainable competitive advantages and smes marketing performance. International Journal of Civil Engineering and Technology, 8(8), 1114–1122. https://api.elsevier.com/content/abstract/scopus_id/85028515673
Ashok, M., Narula, R., & Martinez-noya, A. (2014). End-user collaboration for process innovation in services : The role of internal resources. In UNU-MERIT. UNU-MERIT Working Papers No. 019.
Bai, Y., Song, S., Jiao, J., & Yang, R. (2019). The impacts of government R&D subsidies on green innovation: Evidence from Chinese energy-intensive firms. Journal of Cleaner Production, 233, 819–829. https://doi.org/10.1016/j.jclepro.2019.06.107
Beise, M., & Rennings, K. (2005). Lead Markets of Environmental Innovations: A Framework for Innovation and Environmental Economics. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.428460
Chen, S., Wang, J., & Zhang, Z. (2023). Enterprise Green Innovation Mechanism under the “Target-Resource-Network” System—An Empirical Study Based on Data of Listed Companies in China’s Construction Industry. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043687
Chen, Y. (2008a). The driver of green innovation and green image - Green core competence. Journal of Business Ethics, 81(3), 531–543. https://doi.org/10.1007/s10551-007-9522-1
Chen, Y. (2008b). The positive effect of green intellectual capital on competitive advantages of firms. Journal of Business Ethics, 77(3), 271–286. https://doi.org/10.1007/s10551-006-9349-1
Coelho, A., Ferreira, J., & Proença, C. (2023). The impact of green entrepreneurial orientation on sustainability performance through the effects of green product and process innovation: The moderating role of ambidexterity. Business Strategy and the Environment, 33(4), 3184–3202. https://doi.org/10.1002/bse.3648
Declich, A., Quinti, G., & Signore, P. (2020). SME’s, energy efficiency, innovation: A reflection on materials and energy transition emerging from a research on SMEs and the practice of Energy Audit. Materiaux et Techniques, 108(5–6). https://doi.org/10.1051/mattech/2020036
El-Kassar, A. N., & Singh, S. K. (2019). Green innovation and organizational performance: The influence of big data and the moderating role of management commitment and HR practices. TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE, 144, 483–498. https://doi.org/10.1016/j.techfore.2017.12.016 WE - Social Science Citation Index (SSCI)
Fahad, S., Alnori, F., Su, F., & Deng, J. (2022). Adoption of green innovation practices in SMEs sector: evidence from an emerging economy. Economic Research-Ekonomska Istrazivanja , 35(1), 5486–5501. https://doi.org/10.1080/1331677X.2022.2029713
Han, L., & Zhang, Z. (2023). Impact of digital finance on enterprise green innovation: From the perspective of information asymmetry, consumer demand and factor market distortions. PLoS ONE, 18(12 February). https://doi.org/10.1371/journal.pone.0295809
Hang, Y., Sarfraz, M., Khalid, R., Ozturk, I., & Tariq, J. (2022). Does corporate social responsibility and green product innovation boost organizational performance? a moderated mediation model of competitive advantage and green trust. Economic Research-Ekonomska Istrazivanja , 35(1), 5379–5399. https://doi.org/10.1080/1331677X.2022.2026243
Huang, L., Liang, Q., Xu, L., & Khan, A. (2023). Mediating effect of sustainable development practices on the relationship between information management practices and green innovation in China. Economic Research-Ekonomska Istrazivanja , 36(2). https://doi.org/10.1080/1331677X.2022.2142261
Jahanshahi, A. A., Al-Gamrh, B., & Gharleghi, B. (2020). Sustainable development in Iran post-sanction: Embracing green innovation by small and medium-sized enterprises. Sustainable Development, 28(4), 781–790. https://doi.org/10.1002/sd.2028
Karman, A., & Savanevičienė, A. (2021). Enhancing dynamic capabilities to improve sustainable competitiveness: insights from research on organisations of the Baltic region. Baltic Journal of Management, 16(2), 318–341. https://doi.org/10.1108/BJM-08-2020-0287
Khanna, M. (2020). Growing Green Business Investments in Asia and the Pacific: Trends and Opportunities. In Asian Development Bank (Issue 72). https://www.adb.org/sites/default/files/publication/664446/sdwp-072-green-business-investments-asia-pacific.pdf
Kim, D. W., Trimi, S., Hong, S. G., & Lim, S. (2020). Effects of co-creation on organizational performance of small and medium manufacturers. Journal of Business Research, 109(April 2019), 574–584. https://doi.org/10.1016/j.jbusres.2019.03.055
Le, T. T., Tran, P. T. M., Lam, ngoc phuong, Tra, M. N. Le, & Uyen, P. H. P. (2024). Corporate social responsibility, green innovation, environment strategy and corporate sustainable development. Operations Management Research, 17, 114–134.
Lee, K. H., & Min, B. (2015). Green R&D for eco-innovation and its impact on carbon emissions and firm performance. Journal of Cleaner Production, 108, 534–542. https://doi.org/10.1016/j.jclepro.2015.05.114
Li, D., Zheng, M., Cao, C., Chen, X., Ren, S., & Huang, M. (2017). The impact of legitimacy pressure and corporate profitability on green innovation: Evidence from China top 100. Journal of Cleaner Production, 141, 41–49. https://doi.org/10.1016/j.jclepro.2016.08.123
Li, Y. (2014). Environmental innovation practices and performance: Moderating effect of resource commitment. Journal of Cleaner Production, 66, 450–458. https://doi.org/10.1016/j.jclepro.2013.11.044
Mubeen, A., Nisar, Q. A., Patwary, A. K., Rehman, S., & Ahmad, W. (2023). Greening your business: nexus of green dynamic capabilities, green innovation and sustainable performance. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-03574-6
Muisyo, P. K., & Qin, S. (2021). Enhancing the FIRM’S green performance through green HRM: The moderating role of green innovation culture. Journal of Cleaner Production, 289. https://doi.org/10.1016/j.jclepro.2020.125720
Mustafa, K., Hossain, M. B., Ahmad, F., Ejaz, F., Khan, H. G. A., & Dunay, A. (2023). Green human resource management practices to accomplish green competitive advantage: A moderated mediation model. Heliyon, 9(11), e21830. https://doi.org/10.1016/j.heliyon.2023.e21830
OECD/ASEAN. (2021). Facilitating the green transition for ASEAN SMEs. A toolkit for policymakers. Oecd, 36. https://www.oecd.org/southeast-asia/regional-programme/networks/OECD-Facilitating-the-green-transition-for-ASEAN-SMEs.pdf
OECD. (2015). Environmental Policy Toolkit for Greening SMEs in the EU Eastern Partnership countries. OECD Green Growth Studies, 1, 72. http://www.oecd.org/environment/outreach/Greening-SMEs-policy-manual-eng.pdf
OECD. (2022). Financing SMEs for Sustainability: Drivers, Constraints and Policies. OECD SME and Entrepreneurship Papers, 35, No. 35, OECD Publishing, Paris.
Popa, S., Soto-Acosta, P., & Martinez-Conesa, I. (2017). Antecedents, moderators, and outcomes of innovation climate and open innovation: An empirical study in SMEs. Technological Forecasting and Social Change, 118, 134–142. https://doi.org/10.1016/j.techfore.2017.02.014
Przychodzen, O., Hiz, D. I. L. de la, & Przychodzen, J. (2019). First-mover advantages in green innovation—Opportunities and threats for financial performance: A longitudinal analysis. Corporate Social Responsibility, 27(1), 339–357.
Rustiarini, N. W., Bhegawati, D. A. S., & Mendra, N. P. Y. (2022). Does Green Innovation Improve SME Performance? Economies, 10(12). https://doi.org/10.3390/economies10120316
Sáez-Martínez, F. J., Díaz-García, C., & Gonzalez-Moreno, A. (2016). Firm technological trajectory as a driver of eco-innovation in young small and medium-sized enterprises. Journal of Cleaner Production, 138, 28–37. https://doi.org/10.1016/j.jclepro.2016.04.108
Saunila, M., Ukko, J., & Rantala, T. (2018). Sustainability as a driver of green innovation investment and exploitation. Journal of Cleaner Production, 179, 631–641. https://doi.org/10.1016/j.jclepro.2017.11.211
Song, M., Peng, L., Shang, Y., & Zhao, X. (2022). Green technology progress and total factor productivity of resource-based enterprises: A perspective of technical compensation of environmental regulation. Technological Forecasting and Social Change, 174(February 2021), 121276. https://doi.org/10.1016/j.techfore.2021.121276
Song, W., Wang, G. Z., & Ma, X. (2020). Environmental innovation practices and green product innovation performance: A perspective from organizational climate. Sustainable Development, 28(1), 224–234. https://doi.org/10.1002/sd.1990
Sun, Y., Gao, P., Tian, W., & Guan, W. (2023). Green innovation for resource efficiency and sustainability: Empirical analysis and policy. Resources Policy, 81. https://doi.org/10.1016/j.resourpol.2023.103369
Tang, G., Chen, Y., Jiang, Y., Paillé, P., & Jia, J. (2018). Green human resource management practices: scale development and validity. Asia Pacific Journal of Human Resources, 56(1), 31–55. https://doi.org/10.1111/1744-7941.12147
Tseng, M.-L., Huang, F., & Chiu, A. S. F. (2012). Performance drivers of green innovation under incomplete information. Procedia - Social and Behavioral Sciences, 40, 234–250. https://doi.org/10.1016/j.sbspro.2012.03.186
Wang, C., Chen, P., Hao, Y., & Dagestani, A. A. (2022). Tax incentives and green innovation—The mediating role of financing constraints and the moderating role of subsidies. Frontiers in Environmental Science, 10(November), 1–10. https://doi.org/10.3389/fenvs.2022.1067534
Wang, S., Abbas, J., Sial, M. S., Otero, S. A., & Cioca, L. (2022). Achieving green innovation and sustainable development goals through green knowledge management: Moderating role of organizational green culture. Journal of Innovation & Knowledge, 7(4), 100264. https://doi.org/10.1016/j.jik.2022.100264
Wasiq, M., Kamal, M., & Ali, N. (2023). Factors Influencing Green Innovation Adoption and Its Impact on the Sustainability Performance of Small- and Medium-Sized Enterprises in Saudi Arabia. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032447
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Published
2025-07-04
How to Cite
Dachi, A., Utomo, S., Nurliyah, E. S., Prakoso, T., & Apriliani, R. (2025). Digital Marketing and Consumer Experience in Building Brand Green Innovation in SMEs: The Trend Analysis Using a Bibliometric Analysis. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 7100-7125. https://doi.org/10.31538/iijse.v8i2.6749
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Articles
Copyright (c) 2025 Anugerah Dachi, Susilo Utomo, Elly Siti Nurliyah, Teguh Prakoso, Rina Apriliani
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