Agricultural marketing research: A retrospective of domain and knowledge structure

Abstract

Agricultural marketing research continues to grow and develop with the support of the entrepreneurial ecosystem. This study aims to visually study the mapping and trends of research in agricultural marketing through bibliometric analysis of domain and intellectual structure perspective. This study uses a bibliometric approach with secondary data from the Scopus database. The VOSViewer program and Scopus search results analysis function were used for data analysis and visualization. This work analyzed 704 scientific documents published from 1931 to 2022. The study results have revealed that the United States of Agricultural (USDA) was the conservation agency most active in agricultural marketing publications. Agricultural science and biology were the most productive fields of study. Based on the assistance of a collection of knowledge created from 91 years of scientific publications, this study suggests a classification of the conceptual themes for agricultural marketing studies: Food, Agriculture, Agribusiness, Marketing, and Economics, abbreviated as the FAAME research theme.