Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)

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Difficulties and Breakthrough Paths in Green Food Brand Marketing: a Systematic Review Based on 4Ps Marketing Theory

Authors
Ziyun Liu1, *
1School of Management, Zhejiang University of Finances & Economics, Hangzhou, 310018, China
*Corresponding author. Email: 230120430217@zufe.edu.cn
Corresponding Author
Ziyun Liu
Available Online 3 November 2025.
DOI
10.2991/978-94-6463-874-5_122How to use a DOI?
Keywords
Green Food Marketing; 4Ps Marketing Theory; 4E Model
Abstract

Against the backdrop of the “dual carbon” strategy and increasing health consciousness, China’s green food industry is experiencing substantial growth; however, green food brands face challenges in achieving nationwide market expansion. This paper reviews the difficulties and breakthrough paths in green food brand marketing. To effectively investigate the difficulties and breakthrough paths in green food brand marketing, this paper utilizes a case analysis method. This involves the collection of relevant data from three carefully selected, typical brands to provide in-depth insights. It is found that there are systemic imbalances in value visualization, premium rationality, channel experience, and communication effectiveness, which hinder the transformation of green food from a niche market to mainstream consumption. To address these issues, the “4E Model” is proposed, emphasizing “Evaluablility” green value communication, “Experientiality” channel construction, “Emotionality” value resonance, and “Engagement” consumer interaction. This study provides a theoretical framework and practical guidance for green food companies to overcome marketing obstacles and achieve sustainable development.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 November 2025
ISBN
978-94-6463-874-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-874-5_122How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ziyun Liu
PY  - 2025
DA  - 2025/11/03
TI  - Difficulties and Breakthrough Paths in Green Food Brand Marketing: a Systematic Review Based on 4Ps Marketing Theory
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1064
EP  - 1073
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_122
DO  - 10.2991/978-94-6463-874-5_122
ID  - Liu2025
ER  -