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

Serpil Ünal Kestane, Esin Candan Demirkol, Özer Kestane, Zeki Atıl Bulut

• 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.