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Marketing Strategy of Green Agricultural Products based on Consumption Intention

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DOI: 10.23977/agrfem.2020.030103 | Downloads: 108 | Views: 2418


Xueli Yang 1, Ping Gong 1


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

Corresponding Author

Xueli Yang


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.


Green agriculture; Green agricultural products; consumption intention


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:


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