Products brand marketing strategy based on environmental friendliness agricultural innovation: China-Ukraine’s case

Анотація

Abstract This research focuses on the influence of modern agricultural innovation on brand strategy, analysing the trends and characteristics of modern agricultural innovation in Ukraine and China, describe differences between countries. The situation in agriculture show – the same background of enterprises can have different results with profit or loss. Therefore, important to establish a commitment of customers to build an agricultural products brand marketing strategy and, as result, increase the profitability of the enterprise. Analyses the development trend of modern agricultural innovation, the characteristics of modern agricultural innovation, and the status of agricultural product brand marketing using literary analysis and case analysis methods, explains the impact of modern agricultural innovation on agricultural product brand marketing, and proposes agricultural product brand marketing strategies for building a good reputation for the brand. A model of the dependence of the purchase intention of consumers of agricultural products on the environmental friendliness of the brand is proposed, which is based on the analysis of the direct effect of public awareness of the environmental friendliness of the brand on the intention of consumers to purchase the products of an agricultural enterprise and the mediating effect of trust in the brand on the intention of the consumer to purchase the products of an agricultural enterprise.

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