Journal of Sustainable Marketing | 2026
Authors: Calle L.E.T.; Brito L.A.C.; Valencia-Arias A.; Cardona-Acevedo S.
DOI: 10.51300/JSM-2026-162
Journal: Journal of Sustainable Marketing
Year: 2026
Publisher: Luminous Insights LLC
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This study aims to analyse scientific production on organic product consumption, identifying trends, gaps, and emerging themes through a bibliometric approach. This topic is relevant given the growing interest in health, sustainability, and ethical concerns in agriculture. Following PRISMA 2020 guidelines, the study relied on Scopus andWeb of Science databases. Results show a cubic polynomial growth in publications, with 2023 and 2024 as peak years. This rise reflects societal concern for sustainability and health, alongside research funding and policy initiatives that foster organic food adoption. Relevant contributions come from authors such as Chekima and Lairon, from journals such as the British Food Journal, and from countries including France and Malaysia. The field has evolved under the influence of the Theory of Planned Behavior and sustainable consumption, with research clusters highlighting organic food consumption and obesity. Emerging keywords reveal strong attention to diet, perceived value, and sustainability. Theoretical implications reinforce the understanding of consumer behaviour and sustainable practices. From a managerial perspective, the findings suggest opportunities to design marketing strategies aligned with conscious consumer motivations. Overall, the study provides insights for managers and policymakers to strengthen consumer trust and improve the competitive positioning of organic products. © 2026 by the authors.
Bibliometric analysis; Consumer behavior; Organic products; Sustainable consumption; Theory of Planned Behavior