Identifying the Driving Factors of the Branding Healthy and Organic Agriculture in Tabriz County

Document Type : Research Paper

Authors

1 Department of Geography and Rural Planning, Faculty of Planning and Environmental Science, University of Tabriz, Tabriz, Iran.

2 Department of Economical Science, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

10.22059/ijaedr.2023.351167.669191

Abstract

Branding of organic agricultural products is an essential requirement that plays a vital role in the economic growth and development of societies. In the field of the creation and development of organic agricultural brands, there are many development factors and Driving Factors that require careful planning. The present research, has been conducted to identify the Driving Factors of organic agriculture branding in Tabriz county. This research is considered to be a type of mixed research in terms of practical purpose and based on the survey. At first, based on the foundation's data approach, necessary qualitative content was collected, then quantitative data was collected based on survey strategy (questionnaire). The statistical population was specialists and experts who were first using targeted sampling and then using the snowball method; a half Structured interview was conducted with 17 people until theoretical saturation was reached. In this method, data analysis was done in three ways: open coding, central and selective coding. To check the reliability, transferability and verifiability criteria, reliability and validity were used. Based on the analysis of the qualitative stage, the central and selective branding codes were identified, and a questionnaire was shown in the framework of the matrix of cross-effects between regulatory factors and to evaluate the influence and effectiveness of Driving Factors, the matrix of cross-effects was conducted based on MicMac software. Based on the results, 16 drivers were identified as the key drivers that had the most impact on branding, among which the media, single organization, financial and credit support, and public sector infrastructure play the most crucial role in branding organic agricultural products.

Keywords

Main Subjects

Iranian Journal of Agricultural Economics and Development Research

Articles in Press, Accepted Manuscript
Available Online from 19 August 2023

Files

Share

How to cite

Statistics