Purpose

The basis of this paper is to carry on a bibliometric analysis to investigate how “marketing” decisions have affected “packaging” success in different disciplines. This analysis covers from the first paper published on this topic (in 1956) to the last papers published in 2019.

Design/methodology/approach

A total of 1,170 scientific papers (including 14,177 citations within those papers) were retrieved from the Web of Science (WOS) and Scopus, dated from 1956 to 2019. Scimat software was used to analyse the data.

Findings

The results of this paper show that two main sectors constitute the focus of packaging studies from a marketing approach: food and tobacco. Recently, the main topics of research have evolved towards sustainable and health packaging, concerning different agents involved in packaging decisions: retailers, marketers, consumers and producers. So, both lines of research represent promising lines of research.

Originality/value

Three different investigating profiles (i.e. engineers, marketers-psychologists and doctors-scientists) have examined how packaging should be prepared to succeed. However, a holistic bibliometric analysis about “packaging” and “marketing” is missing from those three branches of knowledge. This study is important to guide future lines of research to fill the identified gaps.

中文翻译：

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包装研究的文献计量分析：实现可持续和健康的包装

目的

本文的基础是进行文献计量分析，以研究“营销”决策如何影响不同学科中“包装”的成功。此分析涵盖从关于该主题的第一篇论文（1956年）到2019年发表的最新论文。

设计/方法/方法

从Web of Science（WOS）和Scopus检索了1956年至2019年的1170篇科学论文（包括其中的14177篇引文）。使用Scimat软件分析数据。

发现

本文的结果表明，从营销方法出发，包装研究的两个主要领域是食品和烟草。近来，研究的主要主题已朝着可持续和健康包装的方向发展，涉及包装决策中涉及的不同因素：零售商，销售商，消费者和生产商。因此，这两个研究领域都代表着有前途的研究领域。

创意/价值

三种不同的调查资料（即工程师，市场营销人员-心理学家和医生-科学家）已经研究了如何包装才能成功。但是，这三个知识分支缺少有关“包装”和“营销”的整体文献计量分析。这项研究对于指导未来的研究方向以填补已发现的空白非常重要。