Analysing Sustainable Marketing and Green Finance Trends in the Age of Artificial Intelligence through Bibliometric Review

Ranganatham Gangineni; Sree Lakshmi Moorthygari; Venkat Ramana Reddy Maram; Yogita Gupta; Srinivasan Moharkonda Balakrishnan; Mahadevan M; Ravi Kumar Bommisetti

doi:10.31181/sems41202664

Authors

Ranganatham Gangineni Department of Commerce, School of Business Studies, Central University of Karnataka, Kalaburagi, Karnataka, India Author https://orcid.org/0009-0004-0549-0165
Sree Lakshmi Moorthygari Department of Business Management, Mahatma Gandhi University, Nalgonda, Telangana, India Author https://orcid.org/0000-0002-4519-1416
Venkat Ramana Reddy Maram Department of Business Management, Mahatma Gandhi University, Nalgonda, Telangana, India Author https://orcid.org/0009-0000-2011-3801
Yogita Gupta Symbiosis Centre for Distance Learning, Pune, India Author https://orcid.org/0009-0004-5845-8951
Srinivasan Moharkonda Balakrishnan School of Business and Management, Christ University, Bangalore, India Author https://orcid.org/0000-0001-7049-8543
Mahadevan M Department of Management Studies, School of Commerce and Management, Mohan Babu University, Tirupati, Andhra Pradesh, India Author https://orcid.org/0000-0002-7674-9224
Ravi Kumar Bommisetti Department of Commerce, Akal University, Talwandi Sabo, Bathinda, Punjab, India Author https://orcid.org/0000-0003-1675-2058

DOI:

https://doi.org/10.31181/sems41202664

Keywords:

Artificial Intelligence, Sustainable Marketing, Green Finance, Bibliometric Review, Thematic Evolution, Sustainability Research

Abstract

The convergence of artificial intelligence (AI), sustainable marketing and green finance is redefining how businesses and financial institutions drive sustainability-led transformation through digital intelligence and data-driven decision-making. This study conducts a comprehensive bibliometric review and thematic evolution analysis to examine the intellectual landscape, knowledge structure, and potential of research integrating AI with sustainability-oriented marketing and financial systems. Using 762 Scopus-indexed journal articles published between 2004 and 2026, the analysis employs Bibliometrix and VOSviewer to evaluate publication trends, influential authors, leading institutions, top journals, and country-level contributions. Thematic progression indicates a shift from conceptual sustainability and ethical marketing discourses to AI-based predictive analytics, ESG risk modelling, and intelligent decision-support systems in green finance. The findings confirm that AI enhances transparency, accountability, and performance in sustainability-oriented market behaviour and investment systems. This study provides an integrated understanding of how AI-driven innovation accelerates sustainable value creation in marketing and finance. It further identifies emerging areas such as decentralized finance, green digital ecosystems and AI-powered consumer behaviour analytics as promising directions for future research.

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