Branding and Labelling in Agribusiness: The Influence on Consumer Perception and Purchase Intentions

Abstract

Branding and Labelling are crucial marketing strategies in the agricultural industry that have a big impact on customer perception and purchasing intentions. This study looks at how consumer behaviour in the agricultural sector is affected by branding and Labelling. Using a mixed-method approach, the study examines the effects of various branding and labelling tactics on consumer trust, product recognition, and purchase choices by combining qualitative and quantitative data. The results show that precise, clear Labelling and well-designed branding not only increase the attractiveness of products but also build consumer trust and loyalty. The study also emphasises how eco-labels and certification labels influence consumer choices for sustainable agricultural goods. This research offers practical insights for industry stakeholders looking to enhance their marketing strategy through efficient branding and Labelling procedures by looking at case studies of successful agriculture brands.