Mapping Research on Fairness and Relationship Marketing in Food Distribution: A Scopus Based Bibliometric Review

This study employs a bibliometric approach to examine global research trends on fairness and relationship marketing within food distribution systems from 2015 to 2025. Data were retrieved from the Scopus database using relevant keyword combinations and filtered to include English-language journal articles and conference papers, resulting in 173 documents. Bibliometric analyses were conducted using Bibliometrix and VOSviewer to map publication growth, leading journals, influential authors, collaboration networks, and thematic structures. The findings indicate a significant increase in research activity after 2020, dominated by contributions from the United States, China, and the United Kingdom. Major research themes include ethical marketing, sustainable supply chains, digital transformation, and fairness-driven governance mechanisms. This study contributes by providing an integrated intellectual map and proposing a conceptual framework linking fairness, relationship marketing, and sustainability within food distribution systems.