Difficulties and Breakthrough Paths in Green Food Brand Marketing: a Systematic Review Based on 4Ps Marketing Theory

Ziyun Liu ()
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Ziyun Liu: Zhejiang University of Finances & Economics, School of Management

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1064-1073 from Springer

Abstract: Abstract Against the backdrop of the “dual carbon” strategy and increasing health consciousness, China’s green food industry is experiencing substantial growth; however, green food brands face challenges in achieving nationwide market expansion. This paper reviews the difficulties and breakthrough paths in green food brand marketing. To effectively investigate the difficulties and breakthrough paths in green food brand marketing, this paper utilizes a case analysis method. This involves the collection of relevant data from three carefully selected, typical brands to provide in-depth insights. It is found that there are systemic imbalances in value visualization, premium rationality, channel experience, and communication effectiveness, which hinder the transformation of green food from a niche market to mainstream consumption. To address these issues, the “4E Model” is proposed, emphasizing “Evaluablility” green value communication, “Experientiality” channel construction, “Emotionality” value resonance, and “Engagement” consumer interaction. This study provides a theoretical framework and practical guidance for green food companies to overcome marketing obstacles and achieve sustainable development.

Keywords: Green Food Marketing; 4Ps Marketing Theory; 4E Model (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-874-5_122

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