A bibliometric analysis of the role of customer value in sustainable food marketing

Customers are becoming more favourable towards sustainable products due to their increased awareness of environmental and social well-being. For companies to maintain a competitive advantage over their competitors, there is an emerging need to investigate the role of customer value in the sustainable marketing of food products. This study aims to conduct a comprehensive bibliometric review to identify current research on the relationship between customer value and sustainable food marketing. We reviewed 96 documents published between 2014 and 2024, identified in the Scopus database. Bibliometric R and VOS viewer software were utilized to illustrate links among countries, researchers, journals, keywords, and institutions and the content analysis was also applied in this study. China is the leading nation in the concerned research field. Afzal F is the most prominent author. Sustainability (Switzerland) is the most productive journal. Marketing is the most used keyword in the research area. The Institute for Economic Research is the most prominent institution and is very active in the research area. In addition to the bibliometric insights, this study highlights the importance of understanding customer values for marketing sustainable food products to fulfil customer needs. The study also provides the managerial implications, limitations, and future research directions based on the review. The present research deepens insight into the academic environment attached to the sustainable marketing of sustainable food products.