ABSTRACT Green brand equity (GBE) attracts eco‐conscious consumers and secures global financial support, enhancing competitiveness in the green era. GBE encompasses brand assets and liabilities linked to green commitments and environmental orientation, aligning with its name and symbol, which either manifest or decline the perceived value of provided products or services. This study advances GBE research through a bibliometric analysis and content co‐occurrence review, examining 73 Scopus‐indexed publications from 2010 to April 2025, processed via PRISMA. Five key themes emerge: GBE conceptualization and measurement, green marketing strategies, psychological drivers, green consumer behavior, and GBE in emerging sectors. Current research emphasizes consumer perspectives but overlooks financial dimensions and relies on unidimensional scales, limiting GBE's scope. Drivers often resemble traditional brand equity, underscoring the need for unique green antecedents. The banking sector, vital for green financing, lacks sufficient GBE research. Multidimensional scales and financial perspectives require further exploration to strengthen GBE strategies. This study pioneers insights into GBE's publication trends, key antecedents, impacts, and future agenda.
Ly et al. (Wed,) studied this question.