Agriculture

Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

Y. Danko and O. Nifatova

Discover the intriguing world of green branding in agriculture, where this study reveals that consumers in Kyiv exhibit a 3% higher loyalty to organic egg brands over regular ones. Conducted by Yuriy Danko and Olena Nifatova, this research unveils the complex factors that influence price premiums in the eco-friendly market.

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Playback language: English

Index

Abstract

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

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