A systematic review of green creativity to develop future research agenda: a bibliographic and TCCM analysis

Purpose To be green creative is to come up with fresh, original and practical ideas for green products, green services, green processes or green activities. The purpose of this study is to provide a comprehensive overview of green creativity (GC) research by tracing the development of important theories, contexts, characteristics and methodologies (TCCM), and to illustrate how they relate to one another based on the systematic review and analysis of the existing literature relevant to GC from 2013 to 2023. Design/methodology/approach The research takes a methodical, structured approach to its literature evaluation, identifying prior contributions and offering frameworks for future study. Findings This research aims to highlight the challenges associated with planning, developing and implementing GC to realize the firm’s strategic and operational goals. Comprehensive networks, important countries, notable authors, key TCCM are provided by a TCCM and bibliographic analysis of the current GC literature. Research limitations/implications The research addresses the concerns of managers across all types of entities and fills in the gaps, such as the skewed focus on GC’s applicability in large businesses and developing countries, as well as the limitations of a single-level analysis. Originality/value The research as a whole provides the taxonomy, utilization and mapping of logical concepts that strengthen GC. The study also highlights areas where more research is needed and where gaps and unresolved tensions remain. By delving into the nature of knowledge, the authors can better understand the factors that will ultimately shape the scope of future studies.