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All Journal West Science Social and Humanities Studies
Agus Tapaningsih, Weni Indah Doktri
Unknown Affiliation
Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Green Marketing Dynamics in the Food and Beverage Product Sector: A Bibliometric Analysis of the Influence on Consumer Loyalty Judijanto, Loso; Sholikin, Ahmad; Agus Tapaningsih, Weni Indah Doktri; Desembrianita, Eva; Yusita, Helda
West Science Social and Humanities Studies Vol. 2 No. 10 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i10.1332

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.
Co-Authors Eva Desembrianita Judijanto, Loso Sholikin, Ahmad Yusita, Helda