Login / Register Submit Your Article
cover
Journal of Innovations in Economics & Management

Volume 6, 2025 - Issue 2

Submit Manuscript Journal Homepage
Latest Issue
Input keywords, title, abstract, author, affiliation etc..
Article Menu
Browse this journal
Vol. 6 (2025)
Vol. 5 (2024)
Vol. 4 (2023)
Vol. 3 (2022)
Vol. 2 (2021)
Vol. 1 (2020)
News more >>
5 February 2024 Scholarly Synergy Press Accelerates Global Academic Publishing Expansion with Three New Journals
15 January 2023 2023 The 2nd InternationalConference on Cyber Security, Artificial Intelligence and Digital Economy（CSAIDE 2023）
4 March 2021 Canadian Society for Engineering Management members can subscribe to EIT for only $100 per year!
Associated journals

Journal Article An open access journal
Journal Article

Research on the Path of Brand Value Enhancement of Eco-Agricultural Products in Northwestern Sichuan under the Dual Carbon Goals

by Qinxue He 1
1
Sichuan Minzu College
*
Author to whom correspondence should be addressed.
JIEM  2025 6(2):110; https://doi.org/10.69610/j.iem.2025033101
Received: / Accepted: / Published Online: 31 March 2025
View Full-Text
Download PDF

Abstract

This study examines the impact of consumers' environmental consciousness, product quality perception, brand trust, government policy support, and brand visibility on brand loyalty and brand value within the context of eco-agricultural products. Through empirical analysis, five hypotheses were tested to determine the significance of each factor. The results reveal that Hypothesis 1 and Hypothesis 5 are supported, indicating that consumers' environmental consciousness positively influences brand trust, while brand visibility has a significant impact on brand value. Additionally, Hypothesis 3 received partial support, showing that one aspect of brand trust has a notable positive effect on brand value. Hypothesis 4 approached significance, suggesting that government policy support may positively influence brand visibility. However, Hypothesis 2 was not supported, as product quality perception showed no significant impact on brand loyalty in this study.

Overall, the findings underscore the importance of brand visibility and environmental consciousness as pivotal elements in building the brand value of eco-agricultural products. These insights offer practical implications for brands aiming to enhance their value and visibility, especially under the increasing emphasis on environmental sustainability. This study provides valuable guidance for eco-agricultural brands to strategically leverage these factors, reinforcing their market position and aligning with the rising consumer demand for environmentally conscious products.

Keywords: eco-agricultural products; brand value; environmental consciousness; brand visibility; government policy support.;
Copyright: © 2025 by He. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

Share and Cite

ACS Style
He, Q. Research on the Path of Brand Value Enhancement of Eco-Agricultural Products in Northwestern Sichuan under the Dual Carbon Goals. Journal of Innovations in Economics & Management, 2025, 6, 110. doi:10.69610/j.iem.2025033101
AMA Style
He Q. Research on the Path of Brand Value Enhancement of Eco-Agricultural Products in Northwestern Sichuan under the Dual Carbon Goals. Journal of Innovations in Economics & Management; 2025, 6(2):110. doi:10.69610/j.iem.2025033101
Chicago/Turabian Style
He, Qinxue 2025. "Research on the Path of Brand Value Enhancement of Eco-Agricultural Products in Northwestern Sichuan under the Dual Carbon Goals" Journal of Innovations in Economics & Management 6, no.2:110. doi:10.69610/j.iem.2025033101

Article Metrics

Article Access Statistics

References

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
  2. Chen, Y., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
  3. Han, H., Hsu, L. T., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334.
  4. Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254-1263.
  5. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  6. Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
  7. Lin, C. Y., & Ho, Y. H. (2008). An empirical study on logistics service providers’ intention to adopt green innovations. Journal of Technology Management & Innovation, 3(1), 17-26.
  8. Loureiro, M. L., & Lotade, J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience? Ecological Economics, 53(1), 129-138.
  9. Mishra, P., & Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering, Science & Management Education, 3(1), 9-14.
  10. Moisander, J. (2007). Motivational complexity of green consumerism. International Journal of Consumer Studies, 31(4), 404-409.
  11. Olson, E. L. (2013). It’s not easy being green: The effects of attribute tradeoffs on green product preference and choice. Journal of the Academy of Marketing Science, 41(2), 171-184.
  12. Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10(4), 187-199.
  13. Porter, M. E., & van der Linde, C. (1995). Green and competitive: Ending the stalemate. Harvard Business Review, 73(5), 120-134.
  14. Rios, F. J., Martinez, T. L., Moreno, F. F., & Soriano, P. C. (2006). Improving attitudes toward brands with environmental associations: An experimental approach. Journal of Consumer Marketing, 23(1), 26-33.
  15. Stern, P. C. (2000). New environmental theories: Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424.
  16. Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558-575.
  17. Thøgersen, J., & Zhou, Y. (2012). Chinese consumers’ adoption of a “green” innovation–The case of organic food. Journal of Marketing Management, 28(3-4), 313-333.
  18. Van Doorn, J., & Verhoef, P. C. (2011). Willingness to pay for organic products: Differences between virtue and vice foods. International Journal of Research in Marketing, 28(3), 167-180.
  19. Wahid, N. A., Rahbar, E., & Shyan, T. S. (2011). Factors influencing the green purchase behavior of Penang environmental volunteers. International Business Management, 5(1), 38-49.
  20. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.