From Product Quality to Green Credibility: A Bibliometric Review of Quality Management and Green Marketing

This study examines the evolution of research at the intersection of quality management and green marketing, focusing on the shift from product quality toward green credibility. A bibliometric review analyzed 103 Scopus-indexed journal articles and reviews published between 2015 and 2026. Performance analysis and science mapping identified publication trends, influential sources, major themes, and conceptual relationships among quality and green marketing constructs. VOSviewer was used to analyze keyword co-occurrence and collaboration networks. The findings reveal increasing scholarly attention in recent years and identify four major clusters: quality management, sustainability, and greenwashing; green consumer behavior and sustainable consumption; green marketing, perceived quality, and market outcomes; and green perceived quality, trust, and credibility. Green marketing emerged as the central concept, while product quality, perceived quality, green perceived quality, green trust, and greenwashing connected operational quality with market-oriented sustainability. The findings indicate a shift from functional and product-level quality toward the credibility, trustworthiness, and consistency of environmental claims with organizational practices. This study contributes by integrating quality management and green marketing perspectives and positioning quality as a foundation for credible environmental positioning. Future research should examine how quality systems, certification, traceability, and environmental performance influence green credibility and sustainable market outcomes.