Effect of Green Marketing on Consumers' willingness to Buy Forest Food——From Literature Review and Case Analysis

This paper was conducted to explore the impact of green marketing on consumers' willingness to purchase forest foods under the backdrop of a broader food perspective and a new development pattern, as well as its significant role in promoting the development of the forest food industry and facilitating the economic transformation of forested areas. Following the basic logic from theoretical connotations to specific practices, through literature review and case analysis, the basic connotations of green marketing and forest foods are first refined by sorting, classifying, and summarizing relevant domestic and international literature. Then, the influence mechanism of three green marketing external stimulus variables-green advertising appeal, green consumption knowledge and green brand experience-on consumers' purchase intention of forest food is comprehensively commented. It is found that consumers' self-interested advertising demands are in line with consumers' demand for food health and safety, environmental protection knowledge reserve is a prerequisite for green consumption, and the environmental friendliness of forest food plays an important role in consumers' purchasing decisions. Finally, this study looks forward to the future of green marketing in terms of the extension of its connotations, evaluation systems, and practical pathways, providing a scientifically objective theoretical basis for exploring new industrial development models for forest foods and promoting the prosperity of forest farmers.