An approach to value co-creation in the agri-food sector through bibliometric analysis

Purpose This study aims to describe the main contributions of value co-creation (VcC) in the agri-food sector and highlight its descriptive characteristics, literature structure, theory connections and promising avenues for future studies. Design/methodology/approach A literature review was conducted through bibliometric analysis using performance and science mapping techniques. The article search process used the Scopus database and specific keywords within the time frame of 2004–2024. In addition, the retained articles were reviewed individually to identify the main theories and conceptual frameworks used by authors. Findings The findings elucidate six main research avenues for VcC in the agri-food sector and delve into a dialogue between several theories and conceptual frameworks. Despite the growing interest over the last decade, the authors argue that this research stream is in its early stages, opening empirical and theoretical opportunities to broaden the scope of VcC. Moreover, the findings support the notion that VcC literature in the agri-food sector has different nuances compared to general VcC literature, which has academic and practical implications. Originality/value Despite extensive research on VcC, no previous bibliometric studies have been conducted in the agri-food sector. Therefore, this research makes a valuable contribution to the scarce literature, providing a baseline for future research in this field.