New Trends and Patterns in Green Competitiveness: A Bibliometric Analysis of Evolution

Global population growth, advancement of technological innovations, features of economic development, total digitization of production, and increase of consumption determine the necessity of forming companies' green competitive advantages. In order to create a terminological basis and research the main trends in the development of the concept of "green competitiveness of businesses" there was carried out a bibliometric analysis using the VOSViewer software 1.6.13 and Scopus Tools Analysis. A sample of 54,753 relevant scientific publications indexed by Scopus scientometric databases was generated for the period of 1991–2021. The results of the bibliometric analysis made it possible to determine the basic prerequisites and the main stages of forming green competitive advantages: the first is related to the traditional understanding of competitiveness, its global measurement, the development of the processes of greening economic activity; the second is related to the greening of business activities and the development of the green economy; the third is related to the analysis of competitiveness in the context of green marketing strategies; the fourth is related to shaping the concept of green competitiveness directly. The conducted research formed a theoretical basis for clarifying the content of the concept of green competitiveness as an ability of an enterprise to form and effectively use green competitive advantages, their convergent and complementary effects, which ensure the sustainable development of enterprises, the expansion of the enterprise's competitive position on the market, the increase of investment attractiveness and capitalization, and the formation of an environmental brand.