Bibliometric analysis of scientific research involving sustainable agriculture and marketing

Öz

Purpose: The aim of this study is to examine the scientific research published in the fields of sustainable agriculture and marketing through bibliometric analysis. It aims to provide a comprehensive analysis of how agricultural practices with sustainability infrastructure are integrated with marketing strategies and what the research directions of these areas may be in the coming years.

Design/Methodology/Approach: The data of the study were taken from the Web of Science (WoS) database and analyzed. The analysis process was carried out through "Bibliometrix" and "Biblioshiny" packages in R Studio software.

Findings: According to the research findings, the first study belongs to 1990 and the last study belongs to 2025. In total, 6792 different references were used in 126 publications. Of these, 96 were research articles, 16 were conference proceedings, 16 were literature reviews, 5 were book chapters, 4 were early access, reports and editor's notes. Among the journals in which the studies constituting the sample were predominantly published, the "Sustainability" journal ranked 1st and the "Sustainability and Agriculture" journal ranked 2nd with 5 studies.

Originality/Value: This is the first study to systematically analyze the sustainable agriculture and marketing literature between 1990 and 2025 using bibliometric analysis. In addition, the findings obtained in this context contribute to the determination of effective marketing methods both to shed light on academic studies and to draw attention to the interdisciplinary nature of sustainable agricultural policies.

Anahtar Kelimeler

• Bibliometric analysis
• marketing
• sustainable agriculture
• web of science

Sürdürülebilir tarım ve pazarlamayı içeren bilimsel araştırmaların bibliyometrik analizi

Öz

Amaç: Bu çalışmanın amacı, sürdürülebilir tarım ve pazarlama alanlarında yayınlanan bilimsel araştırmaları bibliyometrik analiz yoluyla incelemektir. Sürdürülebilirlik altyapısına sahip tarım uygulamalarının pazarlama stratejileriyle nasıl entegre edildiğini ve bu alanların önümüzdeki yıllardaki araştırma yönlerinin neler olabileceğini kapsamlı bir şekilde analiz etmeyi amaçlamaktadır.

Tasarım/Metodoloji/Yaklaşım: Çalışmanın verileri Web of Science (WoS) veritabanından alınmış ve analiz edilmiştir. Analiz süreci, R Studio yazılımındaki "Bibliometrix" ve "Biblioshiny" paketleri aracılığıyla gerçekleştirilmiştir.

Bulgular: Araştırma bulgularına göre, ilk çalışma 1990 yılına, son çalışma ise 2025 yılına aittir. Toplamda 126 yayında 6792 farklı referans kullanılmıştır. Bunlardan 96'sı araştırma makalesi, 16'sı konferans bildirisi, 16'sı literatür incelemesi, 5'i kitap bölümü, 4'ü ise erken erişim, rapor ve editör notudur. Örneklemde yer alan çalışmaların ağırlıklı olarak yayınlandığı dergiler arasında "Sürdürülebilirlik" dergisi 1. sırada, "Sürdürülebilirlik ve Tarım" dergisi ise 5 çalışma ile 2. sırada yer almaktadır.

Özgünlük/Değer: Bu, 1990 ile 2025 yılları arasında sürdürülebilir tarım ve pazarlama literatürünü bibliyometrik analiz kullanarak sistematik olarak analiz eden ilk çalışmadır. Ayrıca, bu bağlamda elde edilen bulgular, hem akademik çalışmalara ışık tutmak hem de sürdürülebilir tarım politikalarının disiplinlerarası doğasına dikkat çekmek için etkili pazarlama yöntemlerinin belirlenmesine katkıda bulunmaktadır.

Anahtar Kelimeler

• Bibliyometrik analiz
• pazarlama
• sürdürülebilir tarım
• web of science

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