...Zhaoqing Wang Purpose This study aims to investigate how food enterprises can achieve market expansion and maximize economic value through innovative products, with a particular focus on the role of green marketing. Design/methodology/approach Grounded in the principles of green marketing...

... and internal resources shed additional light on the effectiveness of endogenous vis-à-vis exogenous e-commerce platforms. For farmers who rely on exogenous e-commerce, support from an agricultural cooperative appears to be critical in increasing their market expansion. On the other hand, farmers seeking...