📄 Abstract
Many producers lack cost-effective means of transforming farming techniques into verified green claims and breaking into higher-value markets, despite the growing consumer demand for environmentally friendly agricultural products. With an emphasis on Kerala, this study looks at perishable agricultural goods that are very pertinent to green marketing, like fruits, vegetables, and dairy. A sample of 250 farmers and traders was chosen using purposive sampling as part of a mixed-methods strategy that combined quantitative surveys and qualitative interviews. Data was gathered through structured questionnaires, and regression and mediation models were employed for analysis. The results show that the adoption of green marketing strategies is highly influenced by environmental awareness (β = 0.151, p = 0.002).Green Marketing Strategies, in turn, positively impact Consumer Trust (β = 0.687, p < .001) and Sustainability Performance (β = 0.253, p < .001), with Consumer Trust partially mediating the effect on Sustainability Performance (β = 0.204, p < .001). Finally, Sustainability Performance strongly enhances Market Access (β = 0.281, p < .001), highlighting the role of strategic green marketing in improving sustainability outcomes and market opportunities for agricultural producers.
📚 How to Cite:
R G Remya, Dr. K Sankar Singh , GREEN MARKETING FOR AGRICULTURAL PRODUCE: STRATEGIC APPROACHES TO PROMOTE SUSTAINABILITY, TRUST AND MARKET ACCESS , Volume 13 , Issue 9, September 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 58 - 64 , DOI: https://doi.org/10.36713/epra28989