Planting Profits: A Strategic Analysis Of Digital Eco-Advertising In Achieving Business Goals Among Agri-Foodpreneurs

Abstract

Agri-foodpreneurs in the plant-based food industry are vital promoter for sustainability and ethical practices, dedicated to providing high-quality plant-based food products. Utilizing digital eco-advertising as a potent channel, these agri-foodpreneurs effectively communicate their brand values and offerings to a global audience. The purpose of this research study is to explore the intricate dynamics of eco-advertising and its influence on agri-foodpreneurs within the plant-based food industry. The study aims to provide a comprehensive understanding of the implications that digital eco-advertising holds for both individual businesses and the broader industry. The objective of this study is to evaluate the usage frequency of digital advertising channels among agri-foodpreneurs, identify the most commonly utilized channels, examine the relationship between the frequency of usage and perceived effectiveness of digital eco-advertisement campaign, and whether the utilization and effectiveness of digital advertising channels impact the achievement of business goals within the plant-based food industry. The questionnaire employed in this research was designed by drawing upon insights and metrics derived from prior studies conducted in developing countries, ensuring its contextual relevance. The assessment utilized statistical methods such as descriptive analysis, the chi-square test, and the Multiple Regression test, providing a thorough and statistically robust analysis. The result identifies social media as the primary advertising channel for agri-foodpreneurs in the plant-based food industry, followed by email marketing and mobile platforms. There is a significant correlation between the choice and frequency of digital advertising channels and perceived effectiveness. Emphasizing the need for optimization, the findings underscore the importance of aligning channel utilization and eco-ad effectiveness with business goals to enhance overall success. The study conclude that there is a need for a thoughtful and aligned approach to maximize the impact of digital eco-advertising, ultimately contributing to the success and sustainability of businesses in the plant-based food sector.