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Mapping ethical branding for sustainability: a systematic bibliometric review of theory and practice
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This systematic bibliometric literature review investigates the intersection of ethical branding and sustainability by analyzing 30 scholarly contributions spanning diverse contexts, including corporate, city, and product branding. Using bibliometric techniques and thematic analysis, this review identifies the evolution of sustainability driven ethical branding, the role of green marketing, and the growing significance of digital transparency tools. The findings reveal an expanding emphasis on authenticity, stakeholder engagement, and accountability as central tenets of ethical brand value. This review also highlights challenges such as greenwashing, misaligned brand narratives, and gaps in measurable impact assessment. By outlining theoretical contributions, practical strategies, and a forward- looking research agenda, this study offers a foundational map for academics and practitioners seeking to align branding with sustainability and ethical imperatives in the 21st century
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Rosário, A. T. (2026). Mapping Ethical Branding for Sustainability: A Systematic Bibliometric Review of Theory and Practice. In A. Ismail (Ed.), Ethical Marketing for Shifting Consumer Behaviors and Values (pp. 93-130). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-6028-7.ch004