Broadening marketing’s goal. Exploring how wellbeing and sustainability are framing the marketing studies using a bibliometric approach

This study analyzes the relationship between the concept of wellbeing and sustainability as it emerges from marketing studies. Wellbeing is a multidimensional concept, and its relevance increases its possible applications thus making it one of the most interesting topics for scholars and practitioners. The purpose is to understand the evolution of marketing studies on the theme of wellbeing and sustainability and its multidisciplinarity. The analysis of the international scientific literature, published in the last 25 years, allows us to identify possible future research trends. This work uses a bibliometric analysis to provide an overview of this concept in marketing research.