In order to identify the consumer value of agricultural land, the concept of its creation has been developed, consisting of determining the content of the category, systematizing groups of factors and conditions, describing the process and effect of the emergence of consumer value through interaction with agronomic and economic values. The conceptual and categorical apparatus has been improved by formulating the term "consumer value of agricultural land". The determinants of consumer value are grouped by the organization of production, costs, the presence of motivations on the part of the seller, the management of value formation, the advantages of purchasing a land plot, pricing, consumer finance, the infrastructure of the land market, information and communication technologies, determining the systemic effect of consumer value, making an optimal management decision. The mechanism of creating the consumer value of agricultural land is carried out with the purposeful implementation of the marketing strategy of targeting the consumer by an economic entity, which acts as agricultural organizations, peasant (farmer) farms, individual entrepreneurs, cooperatives. The consumer value of land (goods) is formed in the process of the influence of agronomic, economic values on the formation of supply and demand. The practical significance of the development is to ensure an increase in value, maximum satisfaction of the needs of market participants, balance the interests of subjects of land relations during the transaction, offer, increase the efficiency of the use of agricultural land.