Mapping the digital landscape of organic food: a bibliometric and systematic review with future directions

Purpose This study aims to identify the application of digital marketing in the organic food sector, identify the main lines of research and define a future research agenda. Design/methodology/approach A hybrid method combining bibliometric analysis and a systematic literature review (SLR) was used. The first phase involved VOSviewer-based analysis of Scopus articles to identify thematic clusters. These clusters were then used as refined keywords in the second phase. Following the PRISMA framework, 34 relevant papers were selected for in-depth SLR. Findings The VOSviewer software shows that promising research topics include six thematic clusters. These represent the main themes in digital organic food marketing. Research in this area is growing, especially in developed and emerging markets. Studies have shown that digitalization in the organic food sector helps increase market share. However, coverage remains uneven and some themes remain underexplored. Research limitations/implications As with most literature reviews, limitations arise from criteria such as publication language, type, time span and database selection. These may have excluded potentially relevant studies. Future research may broaden scope through inclusion of additional databases and alternative methodologies. Originality/value There is a lack of integrated reviews on digital marketing within the organic food sector. This study contributes by mapping thematic developments, identifying theoretical and methodological gaps and suggesting future research pathways. The findings are especially relevant given the acceleration of online organic food purchasing during the COVID-19 pandemic and the need for sustainable market expansion strategies.