Abstract
An Empirical Study on Marketing Effectiveness Evaluation of Green Food Industry
Highlights
Green food is a safety, quality, nutritious food
The domestic research of green food marketing is limited to qualitative analysis or simple descriptive statistical analysis and there is less study on the regional characteristics responding to Hubei province and the use of quantitative methods, so this study attempts to break something from the above aspects
From the perspective of the green food, the study builds a marketing effectiveness evaluation index system of green food industry and performs the comprehensive evaluation via the fuzzy comprehensive evaluation and analytic hierarchy process, proposes some countermeasures to promote the development of green food industry in Hubei Province
Summary
Green food is a safety, quality, nutritious food. Complying with the principles of sustainable development, green food is produced according to specific criteria and methods, identified by the specialized agencies and licensed to the use the logo of green food. Green food is an important achievement in the field of agricultural products and food safety certification in China. As a major agricultural province, Hubei is a land flowing with milk and honey, where green food is rich in resources and green food industry has achieved a great development. Many scholars and experts have done a lot of valuable research on the marketing effectiveness evaluation of green food industry using different methods from different angles (Chen, 2010; Le and Yan, 2005; Li and Li, 2013; Hou, 2012). The domestic research of green food marketing is limited to qualitative analysis or simple descriptive statistical analysis and there is less study on the regional characteristics responding to Hubei province and the use of quantitative methods, so this study attempts to break something from the above aspects. From the perspective of the green food, the study builds a marketing effectiveness evaluation index system of green food industry and performs the comprehensive evaluation via the fuzzy comprehensive evaluation and analytic hierarchy process, proposes some countermeasures to promote the development of green food industry in Hubei Province
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