Education, Science, Technology, Innovation and Life
Open Access
Sign In

Marketing Strategy of Green Agricultural Products based on Consumption Intention

Download as PDF

DOI: 10.23977/agrfem.2020.030103 | Downloads: 45 | Views: 1414

Author(s)

Xueli Yang 1, Ping Gong 1

Affiliation(s)

1 School of Economics and Management, Heilongjiang Bayi Agricultural University, Daqing, Heilongjiang, 163319, China

Corresponding Author

Xueli Yang

ABSTRACT

With the improvement of people's living standards and the increasing emphasis on food safety, the green agricultural products industry has been growing. Based on the current achievements of Heilongjiang agricultural product brand and marketing, this paper analyzes the demand, price, channel, promotion and other aspects of green agricultural products from the perspective of consumer willingness and consumer behavior. Combined with the natural conditions of green agricultural products and based on the actual situation, this paper puts forward feasible marketing strategies for green agricultural products. On the one hand, the development of green agricultural products industry is conducive to creating a green and environmental business environment. On the other hand, it can further promote food safety, tap the local market demand, develop potential customers, and explore the combination of modern information technology and agricultural development. Some marketing strategies to adapt to the green agricultural products are put forward, such as expanding the docking of agricultural supermarkets, developing the community green agricultural products supermarkets, and the new development of mobile e-commerce.

KEYWORDS

Green agriculture; Green agricultural products; consumption intention

CITE THIS PAPER

Xueli Yang, Ping Gong. Marketing Strategy of Green Agricultural Products based on Consumption Intention. Agricultural & Forestry Economics and Management (2020) Vol. 3: 16-24. DOI: http://dx.doi.org/10.23977/agrfem.2020.030103.

REFERENCES

[1]Meier M S, Stoessel F, Jungbluth N, et al. Environmental impacts of organic and conventional agricultural products - Are the differences captured by life cycle assessment? Journal of Environmental Management, 2015(2):193-208.
[2]Janssen M, Hamm U. Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference, 2012(1):1-22.
[3]Qitao Hu. Green food market development and marketing strategies. Anhui Agricultural Science 2007 (28): 9060-9061.
[4]Guanhua Qiao, Xiuyun Shi. Suggestions on the optimization of green food marketing channels in Heilongjiang. Business economy, 2017 (9): 8-9 + 28.
[5]Guoliang Zhang, Yingui Zhang. Brand marketing strategy analysis of green agricultural products. Chinese and foreign entrepreneurs, 2017 (4): 50-52.
[6]Xiaojing Liu, Na Ma, Jianfeng Zheng. Analysis on the construction of closed supply chain of green agricultural products. Modern agricultural science and technology, 2011 (24): 391 + 394.
[7]Jiayu Di, Xi Wang, Li Zhao. Research on the development path of green food industry from the perspective of marketing innovation. Business economy, 2018 (09): 57-58 + 142.
[8]People's Network September 11, 2019.
[9]Yinyan Wang. Current situation and Countermeasures of agricultural informatization development in Lishui City. Agricultural network information 2018 (01): 95-98.
[10]IResearch. China Internet traffic quarterly analysis report, 2019 (3).

Downloads: 319
Visits: 17896

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.