Green Marketing Dynamics in the Food and Beverage Product Sector: A Bibliometric Analysis of the Influence on Consumer Loyalty

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Ahmad Sholikin Universitas Islam Darul 'ulum
  • Weni Indah Doktri Agus Tapaningsih Universitas Bondowoso
  • Eva Desembrianita Universitas Muhammadiyah Gresik
  • Helda Yusita STIE Triguna Tangerang

DOI:

https://doi.org/10.58812/wsshs.v2i10.1332

Keywords:

Green Marketing, Customer Loyalty, Food and Beverage Industry, Bibliometric Analysis, VOSviewer

Abstract

This bibliometric study explores the evolution and dynamics of green marketing within the food and beverage industry, with a specific focus on its influence on customer loyalty. Utilizing VOSviewer for network visualizations, the research maps the interconnectedness of key themes and authors over a significant period, highlighting the transition from traditional sustainability practices to more sophisticated, consumer-focused strategies that integrate service quality, customer satisfaction, and relationship marketing. The study reveals an evolving landscape where foundational marketing principles merge with modern green marketing needs, emphasizing the importance of genuine, consumer-centric approaches in fostering customer loyalty. The findings advocate for an interdisciplinary approach in research and suggest directions for future studies to further examine the empirical impacts of green marketing strategies, the role of digital technologies, and the global scalability of these practices.

References

M. J. Polonsky, “An introduction to green marketing,” Glob. Environ. Probl. Policies, vol. 2, no. 1, pp. 1–10, 2008.

P. Kumar and B. M. Ghodeswar, “Factors affecting consumers’ green product purchase decisions,” Mark. Intell. Plan., vol. 33, no. 3, pp. 330–347, 2015.

R. Chen, M. Ramzan, M. Hafeez, and S. Ullah, “Green innovation-green growth nexus in BRICS: does financial globalization matter?,” Journal of Innovation & Knowledge. Elsevier, 2023.

O. Ellegaard and J. A. Wallin, “The bibliometric analysis of scholarly production: How great is the impact?,” Scientometrics, vol. 105, pp. 1809–1831, 2015.

K. Peattie, “Towards sustainability: The third age of green marketing,” Mark. Rev., vol. 2, no. 2, pp. 129–146, 2001.

I. Ajzen, “The theory of planned behavior,” Organ. Behav. Hum. Decis. Process., vol. 50, no. 2, pp. 179–211, 1991.

P. Hartmann and V. Apaolaza-Ibáñez, “Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern,” J. Bus. Res., vol. 65, no. 9, pp. 1254–1263, 2012.

C. B. Bhattacharya and S. Sen, “Consumer–company identification: A framework for understanding consumers’ relationships with companies,” J. Mark., vol. 67, no. 2, pp. 76–88, 2003.

G. Nyilasy, H. Gangadharbatla, and A. Paladino, “Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions,” J. Bus. ethics, vol. 125, pp. 693–707, 2014.

D. M. D’Souza and T. J. J. Mueller, “Multi-component syntheses of heterocycles by transition-metal catalysis,” Chem. Soc. Rev., vol. 36, no. 7, pp. 1095–1108, 2007.

P. Kottler and K. L. Keller, “Marketing management,” Jakarta: Erlangga, 2009.

P. Kotler and G. M. Armstrong, Principles of marketing. Pearson Education India, 2010.

D. A. Aaker, Managing brand equity: Capitalizing on the value of a brand name. simon and schuster, 2009.

K. L. Keller, M. G. Parameswaran, and I. Jacob, Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India, 2010.

L. Schiffman, A. O’Cass, A. Paladino, and J. Carlson, Consumer behaviour. Pearson Higher Education AU, 2013.

M. E. Porter, “Strategy & Society,” Harv. Bus. Rev., 2006.

P. Kotler, S. Burton, K. Deans, L. Brown, and G. Armstrong, Marketing. Pearson Higher Education AU, 2015.

A. Chaudhuri and M. B. Holbrook, “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty,” J. Mark., vol. 65, no. 2, pp. 81–93, 2001.

T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?,” J. Interact. Mark., vol. 18, no. 1, pp. 38–52, 2004.

Downloads

Published

2024-10-29

How to Cite

Judijanto, L., Sholikin, A., Agus Tapaningsih, W. I. D., Desembrianita, E., & Yusita, H. (2024). Green Marketing Dynamics in the Food and Beverage Product Sector: A Bibliometric Analysis of the Influence on Consumer Loyalty. West Science Social and Humanities Studies, 2(10), 1591–1601. https://doi.org/10.58812/wsshs.v2i10.1332

Issue

Vol. 2 No. 10 (2024): West Science Social and Humanities Studies

Section

Articles

License

Copyright (c) 2024 Loso Judijanto, Ahmad Sholikin, Weni Indah Doktri Agus Tapaningsih, Eva Desembrianita, Helda Yusita

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.