Investigating the Effect of Packaging of Agricultural Products on the Consumer's Purchase Intention

Document Type : Research Paper


Associate Professor of the Management Department of the Faculty of Social Sciences University of Mohaghegh Ardabili, Ardabil, Iran


In an ever-changing environment where major threats and opportunities arise from intense competition, ongoing biodiversity, competitiveness, and the bargaining power of intermediaries, survival in agriculture depends on performance, flexibility, and adaptability. It depends on competitive strategies and marketing innovation practices. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of the method. The statistical population of this research is the managers, experts and employees of dairy companies. Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach's alpha. Structural equation modeling will be used to analyze the hypotheses. Data were analyzed using SPS software and Smart PLS software. Based on the research findings, competitive agricultural marketing strategy has a positive and significant effect on value chain development. The findings of this study can lead to the movement of companies producing lentil products to pay more attention to value chain development.


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