Research On Regional Public Brand Construction Of Green Agricultural Products In Shanxi Province Based On Consumer Cognition

The construction of regional public brands plays an important leading role in the high-quality development of agriculture.At present,my country’s policy environment plays a positive role in promoting the construction of regional public brands of green agricultural products.The major deployment of improving agricultural quality proposed during the“13th Five-Year Plan”period,the priority development of agriculture and rural areas emphasized by the Fifth Plenary Session of the 19 th CPC Central Committee,and the Central Rural Work Conference to Promote Rural Revitalization have called for the deepening of the supply-side structural reform of agriculture for several consecutive years.High-quality development of agriculture.Among them,building an agricultural brand is a basic project to promote supply-side structural reform,achieve high-quality agricultural development,and improve market competitiveness.Building an agricultural brand with social influence is of great significance to promoting the high-quality development of agriculture.Based on the theory of consumer perception of green agricultural products,This paper examines the regional public branding of green agricultural products in Shanxi Province from a consumer perspective.Research background and significance,research content and methods,review of national and international literature and related theory;secondly,through the verification of the official website and related documents,the development status of green agricultural products public brands in Shanxi Province is summarized;Awareness and purchase intention of public brands of green agricultural products.Preference factor analysis and binary logistic regression analysis,through the analysis,draw some problems in the construction of regional public brands in Shanxi Province,and finally summarize the existing problems and solutions.This paper has a deeper understanding of green agricultural products and regional public brands through the research on establishment of regional public quality labels for green agricultural products in Shanxi Province.Through the analysis of the relevant data,the importance of public branding of local agricultural products to the current agricultural development is further clarified.Through the survey of consumers,the insufficiency and dilemma in the construction of regional public brands are analyzed,and pertinent and feasible suggestions are put forward to innovate and improve the brand building model and improve the efficiency of brand creation.