ORIGINAL RESEARCH article
Front. Sustain. Food Syst.
Sec. Agricultural and Food Economics
This article is part of the Research TopicAdvancing Sustainability and Resilience in Agri-Food Supply Chains Through Multi-Criteria Decision-Making MethodsView all 8 articles
Research on Agricultural Product Brand Design Strategy Based on the AHP-Consumer Decision Model: Empirical Evidence from China
Provisionally accepted
Ting Yao1
Dong Han2*- 1Zhengzhou Academy of Fine Arts, Zhengzhou, China
- 2Hennan Institute of Technology, Xinxiang, China
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The development of regional agricultural product brands is a crucial initiative for enhancing the quality and value of Chinese agricultural products and increasing farmers' income. Based on the theoretical framework of the AHP-Consumer Decision Model, this study constructed an evaluation index system for the brand design level of Chinese agricultural products by integrating the Delphi expert interview method and empirical case assessment. This system was applied and validated in the design practices of four regional brands: Hetao Wheat、Wuchang Rice, Sheyang Rice, and Chifeng Millet. The research indicates that agricultural product brand design can be systematically measured across four core dimensions: visual communication effectiveness, quality perception, cultural-emotional resonance, and brand trust. Among these, quality perception, cultural-emotional factors, and trust-building are identified as key variables influencing consumer decision-making. Based on the findings, strategies for agricultural brand design are proposed, including strengthening the quality narrative, concretizing brand promises, and creating distinctive visual symbols. These strategies provide theoretical support and actionable pathways for building the Henan wheat brand.
Keywords: Agricultural product brand, AHP, Brand Design Strategy, China, Consumer decision model
Received: 08 Oct 2025; Accepted: 08 Dec 2025.
Copyright: © 2025 Yao and Han. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Dong Han
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