From Farm to Brand: How Sustainable Resource Use in Agriculture Impacts Consumer Perception

DOI

10.2991/978-2-38476-615-4_11How to use a DOI?

Keywords

Sustainable agriculture; Resource use; Consumer perception; Brand trust; Sustainable marketing; Urban India

Abstract

Sustainable resource use in agriculture has become increasingly significant as climate change, and resource scarcity put pressures on agri-based industries. Past studies have examined sustainable agriculture and green marketing independently and there is limited research which connects farm-level sustainability practices with consumer perception at the brand level, particularly in emerging urban economies. This study investigates how sustainable agricultural resource-use practices influence consumer perceptions of brands in terms of trust, perceived quality, and purchase intention within an urban Indian context.

The study uses quantitative survey of urban consumers in Jaipur, Rajasthan. Statistical analysis examines the relationships between perceived sustainability practices and key consumer perception variables.

The findings reveal that urban consumers demonstrate growing awareness of sustainability in agriculture and increasingly associate responsible resource use with higher brand credibility and product quality. Sustainable agricultural practices positively influence brand trust and purchase intention when supported by transparent and credible sustainability communication. However, the results also highlight consumer skepticism toward vague or exaggerated sustainability claims, emphasizing the importance of authenticity in sustainability-driven branding strategies. The findings suggest that brands adopting sustainability-oriented agricultural practices can create market-based incentives for responsible resource use.

Copyright

© 2026 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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TY  - CONF
AU  - Noopur Bhargava
PY  - 2026
DA  - 2026/09/15
TI  - From Farm to Brand: How Sustainable Resource Use in Agriculture Impacts Consumer Perception
BT  - Proceedings of the Anubhuti 4.0: Discourses in Indian Knowledge Systems – Pathways of Culture, Inclusion, and Sustainability (ICIKS 2026)
PB  - Atlantis Press
SP  - 124
EP  - 141
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-615-4_11
DO  - 10.2991/978-2-38476-615-4_11
ID  - Bhargava2026
ER  -