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.

Yuriy Danko, Olena Nifatova