Empirical Study On The Influential Factors Of Heilongjiang Green Food Brand Value From The Perspective Of Geographical Indication Regional Brands

In today's market economy,people's living standards continue to improve,and at the same time,it has brought about problems such as ecological imbalances,environmental pollution,and food safety decline.Food health has become the focus of people's attention.Green food,as a safe,high-quality,and healthy food,can not only meet people's needs for food safety,but also increase farmers' income and improve the rural economy.At present,market competition is increasingly fierce,and more and more food companies are committed to building green food brands and using brands to enhance their own competitive advantages.Therefore,how to build a green food brand and increase the value of green food brands have become important research topics.The rapid development of heilongjiang province green food brands has also exposed many problems,such as low brand awareness,widespread fake and shoddy products,and complicated brands,which have seriously hindered the development of green food brands.Therefore,it is necessary to clarify the factors that influence the value of heilongjiang province green food brands.The quality of green food is closely related to the natural and cultural environment of the place of production,which makes the value of green food brands closely related to regional factors.Geographical regional brands provide a new perspective on the factors that influence the value of green food brands.Heilongjiang province is a large agricultural province in China.The rich black land has bred countless high-quality and healthy agricultural products,rich green food resources,and has many well-known green food brands.It is a pillar industry for local economic development.In order to further enhance the value of green food brands in Heilongjiang Province and enhance the brand's competitive advantage,this study built a conceptual model of the factors affecting the value of green food brands under the visual threshold of geographical indication regional brands on the basis of the theory of brand value theory,geographical indication regional brand theory and green food related theory.Introduce brand quality factors such as brand quality,brand innovation,brand communication,brand protection and social responsibility as independent variables,and regional brand factors such as geographic resource endowments,regional culture,regional brand identity,policies and regulations as adjustment variables,and propose research based on structural equations.Assuming that the green food brand under the well-known geographical indication regional brand "Wuchang Rice" in Heilongjiang Province was selected as the research object,the questionnaire method was used to collect data,and SPSS23.0 and AMOS23.0 software were used to conduct an empirical analysis of the collected 309 questionnaires.The results show that brand quality,brand innovation,brand communication,brand protection and social responsibility have a direct positive effect on the value of green food brands,and regional brand factors have an indirect effect on the value of green food brands.Of the 20 moderating effect hypotheses of the influence of regional brand factors on the green food brand's own factors and brand value,2 hypotheses failed to pass the test,that is,regional culture has no regulatory role between brand protection and green food brand value Regional culture plays a negative regulating role between social responsibility and green food brand value.Combining empirical results,this research proposed some suggestions to enhance the value of Heilongjiang's green food brands:trengthening quality control to ensure the quality of green food brands;increasing investment in brand innovation;expanding brand communication channels;improving brand protection;green food companies actively fulfilling social responsibilities;integration Promoting regional excellent culture;leveraging regional brand recognition to enhance brand value.