Author(s)

Lei Zhaoyang, Hu Jixi, Xu Xueqin

Corresponding Author

Lei Zhaoyang

ABSTRACT

The consumption of agricultural products is closely related to the health and safety of consumers themselves, and at the same time has a profound impact on the national security fund. In recent years, with the improvement of economic development and environmental problems, consumers pay more attention to green consumption. In this environment, the development of agricultural enterprises needs to rely on the concept of green consumption. Based on the traditional integrated marketing strategy, this paper follows the background of big data era, comprehensively uses new strategies in the production source, professional processing, product quality, fine packaging, brand building, distribution channels, marketing promotion and integrated environmental layout of green agricultural products System research. In the current situation of economic and social development in China, in order to accelerate the transformation and upgrading of agricultural modernization, we must build a more diversified and rich marketing model of agricultural products based on the concept of green consumption. The concept of green consumption is currently more recognized and accepted by the public. This paper will start with the promotion of the concept of green consumption for the marketing of rural agricultural products, analyze the factors restricting the marketing of agricultural products, and put forward targeted development strategies, in order to promote the sustainable development of green marketing of agricultural products.

KEYWORDS

Green consumption, Concept, Countryside, Agricultural products, Marketing strategy