基于知识图谱的漂绿研究脉络、内涵与趋势分析

Analysis on the Research Progress,Connotation and Trend of Green Washing Based on Knowledge Graph

以2000—2020年中国知网收录的“漂绿”或“虚假绿色营销”为主题的141篇文献为样本,通过文献计量分析与知识图谱的方法对我国漂绿研究脉络、内涵与发展趋势进行了梳理,并绘制出演化路径图。通过可视化分析发现,2000—2020年我国漂绿研究的成果呈稳步增长趋势,研究的开展具有广泛性和积极性,研究的内涵变得更加丰富和多元,但整体学术影响力不强,学术组织及发展都还比较薄弱,尚未形成明显学术研究的集群效应;在期刊平台方面还未形成稳定成熟的学术聚焦;多数研究热点间联系不够密切;今后应注重漂绿研究的系统性和可持续性,强化多元主体和交叉视角研究,从而真正发挥漂绿研究对我国绿色发展的赋能作用。

Taking the 141 papers with the key words of"green washing"or"false green marketing"collected by CNKI from 2000 to 2020 as the research object,this paper sorted out the research progress,connotation and trend of green washing through bibliometric analysis and knowledge graph,and drew the evolution roadmap of the theme.Through visual analysis,it was found that the results of green washing research from 2000 to 2020 increased steadily,the research was extensive and active,and the connotation of the research became richer and more diverse.However,the overall academic influence was not strong,the development of academic organizations was still relatively weak,and an obvious cluster effect of academic research had not yet been formed;a stable and mature academic focus had not yet been shaped in terms of journal platform;most research hotspots were not closely related to each other.In the future,more attention should be paid to the systematicness and sustainability of green washing research,and multi-subject and research from crossperspectives should be strengthened,so as to truly play the empowering role of green washing research in our country's green development.