|
Abstract
Our daily life is full of various pollution in the environment, such as noises, air, and water pollution. Even the food we take every day is under the risk of pollution. Although the government and academic organizations have been promoting non-toxic and organic agriculture positively, organic farming has not been sufficiently popular. Moreover, the results of the promotion are not always as expected. In recent years, there has been excessive misuse of pesticides and scandals of harmful food raw materials, which has led me to believe and decide that good agriculture is my future entrepreneurial direction. Thus, I set my business philosophy as “coexistence of farming and livestock”, “reusing and recycling of resources”, and “be kind to the environment”. Therefore, both the cases discussed in the thesis are friendly to land cultivation by biotechnologically renewing household waste and kitchen waste. They have held certain-level brand positioning. However, most middle-class consumers being supposed with the ability to consume these products have no enthusiasm and loyalty in those brands. As a result, organizations and farmers who provide friendly organic agricultural products still stand at a weak position on the supply-demand market. Why do consumers behave like this in terms of buying friendly organic products? It is generally believed that reasons may come from prices or the convenience extent of access products. The study aims to explore the approach of promoting the health of people meanwhile promoting good agricultural products thereby increasing agricultural income. In this way, the contractual farming system will be established basing on organic fertilizers and planting methods of this study. Furthermore, to reach a commercial profit model dominated by end consumer demand is our ultimate goal.
In this study, we focus on the perspective of recycling friendly agriculture and the synergy in the circular economy to figure out the business model of sustainable "Agricultural Business" which can be applied to our society. Duchy Originals, which is the leading character of organic agriculture created by Prince Charles will be my goal. And hopefully achieve the ideal status with a friendly environment, people’s health, and business profitability.
Keywords: agricultural organic products; purchase behavior; circular economy; business model |