Pemetaan Literatur tentang Label Produk Berkelanjutan terhadap Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.58812/jmws.v3i06.1296Kata Kunci:
Label Produk Berkelanjutan, Keputusan Pembelian Konsumen, Analisis Bibliometrik, Pemasaran Hijau, VosviewerAbstrak
Penelitian ini bertujuan untuk memetakan literatur terkait pengaruh label produk berkelanjutan terhadap keputusan pembelian konsumen. Melalui analisis bibliometrik, kami mengidentifikasi klaster tema utama yang mencakup pemasaran hijau, produk berkelanjutan, perilaku pembelian hijau, dan citra merek. Tren penelitian dari tahun 2016 hingga 2020 menunjukkan pergeseran fokus dari pemahaman dasar keberlanjutan menuju penerapan praktis dalam strategi pemasaran hijau. Analisis ini juga mengungkapkan area dengan peluang penelitian yang signifikan, seperti peran media sosial, risiko hijau, kepercayaan hijau, dan niat pembelian produk hijau, yang masih kurang dieksplorasi. Jaringan kolaborasi penulis menunjukkan adanya beberapa klaster kolaborasi yang kuat, mencerminkan dinamika dan keragaman dalam penelitian ini. Hasil penelitian ini memberikan wawasan komprehensif tentang lanskap penelitian, tren yang berkembang, dan peluang untuk kontribusi baru dalam literatur terkait label produk berkelanjutan dan keputusan pembelian konsumen.
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Hak Cipta (c) 2024 Loso Judijanto, Muhammad Furqon, Rani Eka Arini
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