Consumer Trust Mechanism and Market Realization Path in the Branding Operation of Ecological Farms

With the frequent occurrence of food safety incidents and the awakening of residents' health consumption awareness, eco-farming products are increasingly favored by the market. However, a persistent "trust deficit" remains the core bottleneck constraining the branding operation and market expansion of ecological farms. Consumer skepticism over whether these products are "truly ecological" reflects the deep-seated predicament of the eco-agricultural product market under conditions of information asymmetry. Drawing on information asymmetry theory, trust theory, and brand equity theory as analytical frameworks, this paper systematically investigates the generation mechanism, influencing factors, and action pathways of consumer trust in the branding operation of ecological farms. The study maintains that consumer trust in ecological farming brands constitutes a composite system jointly constructed by three dimensions: cognitive trust, affective trust, and institutional trust. Its formation is interactively influenced by multiple factors, including perceived product quality, information transparency, brand reputation, third-party certification, social network word-of-mouth, and consumption experience. On this basis, the paper proposes a four-in-one market realization path consisting of "whole-chain transparency construction — multi-dimensional trust signal transmission — community-based relationship cultivation — institutional credit endorsement," and conducts case analyses integrating typical practices in the ecological farming industry. The research aims to provide theoretical reference and practical guidance for ecological farms to break through trust barriers and achieve sustainable branded operations.