This research investigates the determinants of green branding in the agricultural sector, focusing on consumer loyalty and price premiums. A survey of 250 respondents in Kyiv, Ukraine, compared consumer loyalty to organic (green) and regular egg brands, finding a 3% higher loyalty rate for the eco-brand. The study identifies factors influencing green brand price premiums: consumer loyalty, organic certification, green advertising costs, additional organic product costs, industry profitability, and consumer income. Cluster and discriminant analyses categorized brands into high, medium, and low price premium levels, generating equations to predict price categories for new brands.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Mar 11, 2022
Authors
Yuriy Danko, Olena Nifatova
Tags
green branding
consumer loyalty
price premiums
organic certification
advertising costs
cluster analysis
discriminant analysis
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