Using Martech for Sustainable Fashion Retail - A Bibliometric Approach

Authors

DOI:

https://doi.org/10.7903/ijecs.2591

Abstract

The present study aims to analyse the current research trends trying to capture the patterns and themes that connect Martech and Sustainable Fashion retailing; to identify the directions for further research in this specific area. The PRISMA model was utilized to identify the 233 articles between 1996 to 2024 from Web of Science. Further Bibliometric analysis was conducted using VOSviewer software and R Bibliometrix package through Biblioshiny interface. Co – occurrence keyword analysis led to the identification of four clusters and bibliometric coupling analysis led to identification of five clusters. Thematic analysis revealed various emerging themes for future research. In future, the framework developed by authors for ‘Martech’s Conjunction with Sustainable Fashion’ can be used for further research.

Author Biography

Sujit Kumar Dubey, Institute of Management Studies, Banaras Hindu University

Sujit Kumar Dubey is a professor of Marketing Management at Institute of Management Studies, Banaras Hindu University (BHU). He has to his claim several research papers in journals of national & international repute and several AICTE funded Research Projects. He has worked as an Associate Professor at Pokhara University, Nepal and is a life member of AIMA, ISTE, IAMA and AIMS – international. His research areas are Retail Management, Advertising Management and Rural Management.

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Published

2026-04-16

Issue

Vol. 17 No. 1 (2026)

Section

Regular Articles