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Abstract
The implementation of energy efficiency measures and sustainable energy practices is crucial in addressing the escalating environmental challenges, aiming to mitigate climate change and ensure long-term environmental sustainability. Central to driving this transition is the use of effective marketing strategies to mobilize consumer behavior towards adopting energy efficiency technologies and sustainable energy alternatives. Despite the increasing recognition of the importance of marketing in promoting energy efficiency and sustainability, there remains a significant gap in understanding the breadth and depth of research conducted in this domain. This study aims to address this gap, trend, and main topic by conducting a systematic review and meta-analysis of existing literature using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) and the VOSviewer software. A comprehensive search of publications indexed in Scopus yielded 1,030 articles titles, from which 40 articles were selected for further analysis. By synthesizing the findings of these studies, this research seeks to determine research trends, identify gaps, and clarify the main themes in marketing strategies aimed at promoting energy efficiency and sustainability. The results of this study are expected to provide valuable insights and recommendations for policymakers, practitioners, and researchers to develop targeted marketing interventions capable of mobilizing consumers to embrace energy efficiency and sustainable energy practices, thus contributing to the global transition towards a more sustainable future.
Keywords: sustainability, energy efficiency, marketing, VOSviewer, Prisma
