Qualitative Research on the Authenticity of Agricultural Origin Brand Based on Grounded Theory

Abstract

The purpose of this paper is to clarify the connotation of the authenticity of the origin brand of agricultural products from the perspective of consumers. Used grounded theory and interviewed depth with 32 consumers on the basis of summery of authenticity conception, this paper constructed the conception model of agricultural origin brand authenticity and elaborated connotations and characters of it according to research in past, authenticity conception constructed just and interview information. The conclusion is that the authenticity of agricultural origin brand has 3 characters those are origin leading, constructors driving and social responsibility strengthening.