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Trends and innovative strategies in honey marketing: Bibliometric and systematic review
Tendencias y estrategias innovadoras en la comercialización de la miel: Revisión bibliométrica y sistemática
DOI:
https://doi.org/10.15446/rfnam.v79.120301Keywords:
Consumption, Consumer behavior, Promotion, Approaches (en)Consumo, Comportamiento del consumidor, Promoción, Enfoques (es)
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Honey is the most recognized and widely marketed beekeeping product worldwide. This article aimed to perform a bibliometric analysis and a systematic review of the available literature on scientific works related to honey marketing. The database consulted was Scopus. The terms "bee AND honey AND marketing" were used, and only documents in English were included. The tools used for data analysis were Bibliometrix and VOSviewer. A total of 89 articles published between 1999 to 2024 were identified, originating from more than 20 countries, including Ethiopia, Indonesia, and India. The year 2021 was particularly significant, with the highest scientific output recorded, with 15 publications. These reviewed studies had clear objectives, including constructing a honey marketing mix, defining consumer profiles, and analyzing the reasons for purchasing and consuming this product; as well as topics related to production processes, quality control, labeling, and sustainability. Nonetheless, the relatively small number of articles found in systematic scrutiny revealed a concerning gap in the scientific literature on honey consumption, particularly regarding its marketing. This gap represents an opportunity, especially in Peru, where no prior research on this topic was identified. Furthermore, the limited internationalization of scientific work and the limited cooperation between authors from different countries underscore the need to promote joint initiatives. Overall, this study highlights research gaps while expanding scientific understanding of honey marketing, offering insights that support sustainable commercialization strategies and guide future research at both the local and global levels.
La miel es el producto apícola más reconocido y comercializado a nivel mundial. Este artículo tuvo como objetivo realizar un análisis bibliométrico y una revisión sistemática de la literatura disponible sobre trabajos científicos relacionados con la comercialización de la miel. La base de datos consultada fue Scopus. Se utilizaron los términos "bee AND honey AND marketing" y se incluyeron únicamente documentos en inglés. Las herramientas utilizadas para el análisis de los datos fueron Bibliometrix y VOSviewer. Se identificaron un total de 89 artículos publicados entre 1999 y 2024, provenientes de más de 20 países, entre ellos Etiopía, Indonesia e India. El año 2021 resultó particularmente relevante al registrarla mayor producción científica, con 15 publicaciones. Estos estudios revisados tuvieron objetivos claros, entre los que se encontraban la construcción del marketing mix para la miel, la definición de perfiles de consumidores y el análisis de las razones de compra y consumo de este producto; así como, temas relacionados con los procesos de producción, el control de calidad, el etiquetado y la sostenibilidad. No obstante, el número relativamente reducido de artículos encontrados en el escrutinio sistemático evidenció una brecha preocupante en la literatura científica sobre el consumo de miel, especialmente en lo referido a su comercialización. Esta brecha representa una oportunidad, especialmente en Perú, donde no se identificaron investigaciones previas sobre este tema. Asimismo, la limitada internacionalización de los trabajos científicos y la escasa cooperación entre autores de distintos países subrayan la necesidad de fomentar iniciativas conjuntas. En conjunto, este estudio resalta vacíos de investigación al tiempo que amplía la comprensión científica sobre la comercialización de la miel, aportando elementos que respaldan estrategias de comercialización sostenible y orientan futuras investigaciones tanto a nivel local como global.
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