Suitability and tendencies of small-scale agricultural producers toward e-commerce: An in-depth interview study for evidence from a developing country

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Kestane S., Demirkol E., Kestane Ö., Bulut Z. A.

NEW MEDIT, cilt.24, sa.4, ss.39-57, 2025 (SCI-Expanded, Scopus) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 24 Sayı: 4
  • Basım Tarihi: 2025
  • Doi Numarası: 10.30682/nm2504c
  • Dergi Adı: NEW MEDIT
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus, ABI/INFORM, Agricultural & Environmental Science Database, CAB Abstracts, EconLit, Index Islamicus, Veterinary Science Database, Directory of Open Access Journals, DIALNET
  • Sayfa Sayıları: ss.39-57
  • Anahtar Kelimeler: Small Family Farming, E-commerce, Agricultural marketing, Conceptual framework, Devel-oping Country
  • Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

This study focuses on identifying the challenges faced by small family farmers and examining the potential of e-commerce for marketing agricultural products. It aims to observe the suitability and tendencies of small-scale agricultural producers toward e-commerce and to determine their readiness for this marketing method. Given the rising trend of e-commerce and digital marketing, this research holds significant importance for the agricultural future of a developing economy. Based on in-depth interviews with 27 farmers from 11 villages, our findings showed that small family farmers do not have infrastructure issues regarding e-commerce. However, their lack of knowledge about e-commerce, adherence to the existing system, and lack of trust in e-commerce are identified as the main obstacles to e-commerce implementation. This study contributes to the existing knowledge by offering a conceptual framework on e-commerce adoption that has five main elements regarding adaptation to e-commerce, namely (1) the obstacles they face, (2) the future of agricultural production, (3) marketing of agricultural products, (4) production problems, and (5) the nature of e-commerce.