The Emerging Role of Artificial Intelligence in Personalized and Ethical Green Retail Marketing: A Bibliometric Analysis
DOI:
https://doi.org/10.51325/5bphzj87Keywords:
Artificial Intelligence, Personalized Marketing, Ethical Marketing, Green Retail Marketing, Sustainability, Bibliometric Analysis.Abstract
Artificial intelligence (AI) has been a transformative force in today's retail industry, changing the way companies interact with customers, make decisions, and promote sustainability. To gain deeper insights into the shifting research landscape at the intersection of AI, personalized marketing, ethical governance and green retail, this paper provides a bibliometric analysis. Bibliographic data were collected from the Scopus database from peer-reviewed journal articles and review papers (2018 – May 2026), then the data were systematically screened by the PRISMA framework to obtain a final count of 140 articles. The publication trends, influential authors, and leading journals, thematic developments and keyword co-occurrence structures were identified by analyzing the dataset with Bibliometrix (version 4.x) and Biblioshiny in RStudio. Results show that there has been a significant increase in the rate of research publications starting from 2024, indicating a growing interest and curiosity in the field of AI for sustainable retailing from both the academic and industry sectors. The key focus areas of research are artificial intelligence, electronic commerce, consumer behavior, sustainability, machine learning, data privacy, and ethical marketing. Thematic mapping and co-occurrence network analyses reveal that the field is interdisciplinary and that the use of responsible AI technologies is increasingly tied in with sustainable and ethical approaches to retail. The study also identifies a few areas that will see further development in the future, such as responsible AI governance, customer experience, explainable AI, and predictive analytics. Technical transparency is done through systematic data cleaning, systematic harmonization of keywords and strictly defined inclusion criteria (Journal articles and review papers only). The findings highlighted implications and recommendations for researchers, practitioners, and policymakers to enhance ethical, sustainable, and customer-centric AI applications in digital retail contexts.
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