Pub Date : 2022-03-15DOI: 10.1080/08974438.2022.2049416
Ye Su, J. Grashuis, Alice Roach, Jill Moreland
Abstract Little research has studied consumer preferences for product characteristics and marketing channels in combination. We survey 938 specialty crop consumers in Missouri to inform preferences for 21 specialty crop products, six attributes (local, organic, GMO-free, pesticide-free, appearance, price), and four marketing channels (direct-from-farm, farmers market, warehouse club, grocery store). We observe that local and pesticide-free attributes are significantly more important than organic and GMO-free attributes to Missouri specialty crop consumers. Consumers who prefer local and pesticide-free characteristics are more likely to buy food from direct marketing channels price-oriented consumers are more likely to buy food at the grocery store.
{"title":"Specialty Crop Consumer Preferences for Product Characteristics and Marketing Channels","authors":"Ye Su, J. Grashuis, Alice Roach, Jill Moreland","doi":"10.1080/08974438.2022.2049416","DOIUrl":"https://doi.org/10.1080/08974438.2022.2049416","url":null,"abstract":"Abstract Little research has studied consumer preferences for product characteristics and marketing channels in combination. We survey 938 specialty crop consumers in Missouri to inform preferences for 21 specialty crop products, six attributes (local, organic, GMO-free, pesticide-free, appearance, price), and four marketing channels (direct-from-farm, farmers market, warehouse club, grocery store). We observe that local and pesticide-free attributes are significantly more important than organic and GMO-free attributes to Missouri specialty crop consumers. Consumers who prefer local and pesticide-free characteristics are more likely to buy food from direct marketing channels price-oriented consumers are more likely to buy food at the grocery store.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48038543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-15DOI: 10.1080/08974438.2022.2064386
M. Ingrassia, L. Altamore, S. Bacarella, C. Bellia, P. Columba, S. Chironi
Abstract Spumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions.
{"title":"Influence of Coherent Context for Positioning Distinctive and Iconic Sicilian Sparkling Wines: Effect of a Sensorial Experience on a Gulet","authors":"M. Ingrassia, L. Altamore, S. Bacarella, C. Bellia, P. Columba, S. Chironi","doi":"10.1080/08974438.2022.2064386","DOIUrl":"https://doi.org/10.1080/08974438.2022.2064386","url":null,"abstract":"Abstract Spumante wines produced in Sicily region (southern Italy) have sensorial characteristics significantly different from those produced in other Italian regions, because of the great differences of terroir. Offering a product included in a coherent and consistent context allows consumers to differentiate in the marketplace. The aim of this study is to propose solutions for Sicilian wineries for positioning Sicilian Spumante in the market, based on empirical data. Moreover, it was investigated whether a positive experience in a context consistent with the Sicilian sparkling wines could influence consumers’ consumption intentions. A blind sensory test was performed by 146 expert wine tasters. Opinions regarding sensorial quality, value, and suitable selling place for all wines tasted were investigated. Out-of-context and in-context preferences were analyzed. Development of the unipolar model to describe the stimulus-organism-response (SOR) process was attempted. Findings contribute to experiential marketing actions for other iconic wines and wine regions.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46758645","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-10DOI: 10.1080/08974438.2022.2046671
Marlene Ohlau, A. Risius
Abstract Consumer experiments in real-life environments that capture consumer responses in context and link them to consumers' daily habits are valuable for reflecting multi-faceted decision environments, reducing consumer cognitive burden, and other empirical biases. The objective of this study was to investigate and link consumers’ sensory acceptance and willingness to pay (WTP) in a real-life study situation by taking the example of oat and pea protein milk. A total of 144 German consumers were recruited in a café in a middle-sized town in Germany. Under blind conditions, consumers were asked to indicate their hedonic liking, willingness to pay a premium for cappuccino prepared with plant-based milk, and their adaptability and motivation for integrating the plant-based milk alternatives into their daily diet. The sensory evaluation of this study showed good acceptance of cappuccino prepared with oat milk and pea protein milk; high acceptance was reflected in reasonable and realistic WTP estimates.
{"title":"Integrating a Real-Life Experience with Consumer Evaluation: Sensory Acceptance and Willingness to Pay for Coffee Drinks in a Real Café","authors":"Marlene Ohlau, A. Risius","doi":"10.1080/08974438.2022.2046671","DOIUrl":"https://doi.org/10.1080/08974438.2022.2046671","url":null,"abstract":"Abstract Consumer experiments in real-life environments that capture consumer responses in context and link them to consumers' daily habits are valuable for reflecting multi-faceted decision environments, reducing consumer cognitive burden, and other empirical biases. The objective of this study was to investigate and link consumers’ sensory acceptance and willingness to pay (WTP) in a real-life study situation by taking the example of oat and pea protein milk. A total of 144 German consumers were recruited in a café in a middle-sized town in Germany. Under blind conditions, consumers were asked to indicate their hedonic liking, willingness to pay a premium for cappuccino prepared with plant-based milk, and their adaptability and motivation for integrating the plant-based milk alternatives into their daily diet. The sensory evaluation of this study showed good acceptance of cappuccino prepared with oat milk and pea protein milk; high acceptance was reflected in reasonable and realistic WTP estimates.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47571034","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-25DOI: 10.1080/08974438.2022.2043980
S. Candra, Elisse Tansiang Pandean, J. Harisson, Sheren Sutanto
Abstract Discussions about coffee shops usually concern the visitors, who obtain a sensory experience of the surroundings. Generally, several marketing management activities in these shops focus on the art and science aspects involved in choosing target markets. This research focuses on the factors that influence customers to visit a specific coffee shop based on their sensory experience and emotions. The primary data collection was via distributing structured questionnaires to respondents directly or through online media. The findings indicated that sensory experience influences positive and negative emotions, as well as behavioral intentions. Positive and negative emotions were also shown to affect behavioral intentions. Coffee shop owners must focus on designing every aspect of the sensory atmosphere offered by their business to provide an excellent customer experience. As a result, visitors will be eager to return, their buying behavior will improve, leading to increased consumer loyalty.
{"title":"The Impact of Sensory Experience on the Buying Behavior of Coffee Shop Visitors in Indonesia","authors":"S. Candra, Elisse Tansiang Pandean, J. Harisson, Sheren Sutanto","doi":"10.1080/08974438.2022.2043980","DOIUrl":"https://doi.org/10.1080/08974438.2022.2043980","url":null,"abstract":"Abstract Discussions about coffee shops usually concern the visitors, who obtain a sensory experience of the surroundings. Generally, several marketing management activities in these shops focus on the art and science aspects involved in choosing target markets. This research focuses on the factors that influence customers to visit a specific coffee shop based on their sensory experience and emotions. The primary data collection was via distributing structured questionnaires to respondents directly or through online media. The findings indicated that sensory experience influences positive and negative emotions, as well as behavioral intentions. Positive and negative emotions were also shown to affect behavioral intentions. Coffee shop owners must focus on designing every aspect of the sensory atmosphere offered by their business to provide an excellent customer experience. As a result, visitors will be eager to return, their buying behavior will improve, leading to increased consumer loyalty.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-02-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47012268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-20DOI: 10.1080/08974438.2022.2035881
Subburaj Alagarsamy, Sangeeta Mehrolia, V. M, J. S.
Abstract The ongoing COVID-19 pandemic has deeply affected physical and psychological health of people. It also had a huge impact on their dietary choices. This study specifically attempts to determine the impact of the constructs of health belief model on consumer purchase intention of organic food in the pandemic scenario. A survey was conducted among 413 Indian organic food consumers. The proposed hypotheses are tested by employing structural equation modeling. The findings highlight those perceived benefits is an important predictor of consumers’ behavioral intention to buy organic food, followed by cues to action and perceived threats. It is also found that consumers’ age moderates the impact of perceived threat and perceived barrier on consumers’ purchase intention, with a 22% difference in model prediction. In conclusion, the health belief model is found to be one of the most suitable models to predict consumer intention toward organic food purchase during the COVID-19 pandemic.
{"title":"Predicting Intention to Buy Organic Food during the COVID-19 Pandemic: A multi-group analysis based on the Health Belief Model","authors":"Subburaj Alagarsamy, Sangeeta Mehrolia, V. M, J. S.","doi":"10.1080/08974438.2022.2035881","DOIUrl":"https://doi.org/10.1080/08974438.2022.2035881","url":null,"abstract":"Abstract The ongoing COVID-19 pandemic has deeply affected physical and psychological health of people. It also had a huge impact on their dietary choices. This study specifically attempts to determine the impact of the constructs of health belief model on consumer purchase intention of organic food in the pandemic scenario. A survey was conducted among 413 Indian organic food consumers. The proposed hypotheses are tested by employing structural equation modeling. The findings highlight those perceived benefits is an important predictor of consumers’ behavioral intention to buy organic food, followed by cues to action and perceived threats. It is also found that consumers’ age moderates the impact of perceived threat and perceived barrier on consumers’ purchase intention, with a 22% difference in model prediction. In conclusion, the health belief model is found to be one of the most suitable models to predict consumer intention toward organic food purchase during the COVID-19 pandemic.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44548281","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-09DOI: 10.1080/08974438.2022.2035882
Debarun Chakraborty, Mujahid J. Siddiqui, Aaliyah Siddiqui
Abstract The purpose of this study is to identify the consumption values that drive the purchase intention of Agri-food products (AFP) produced by local entrepreneurs, and how their entrepreneurial spirit can moderate the interplay between values and purchase intention. A sample of 428 users of AFP was drawn to test the model comprising three consumption values with inclusion of trust as a mediator and entrepreneurial spirit as moderator of the relations between constructs. The model was tested using structural equation modeling. Only functional value has a significant influence on trust, whereas all three consumption values influence the purchase intention also trust partially mediated the relationship of consumption values and purchase intention. Entrepreneurial spirit moderates the association of purchase intention with emotional value and trust. The consumption value theory in the context of AFP produced by local entrepreneurs is unique to this study.
{"title":"Can Entrepreneurial Spirit Accelerate Local Agri-Food Consumption: A Mediation Moderation Analysis using Theory of Consumption Values","authors":"Debarun Chakraborty, Mujahid J. Siddiqui, Aaliyah Siddiqui","doi":"10.1080/08974438.2022.2035882","DOIUrl":"https://doi.org/10.1080/08974438.2022.2035882","url":null,"abstract":"Abstract The purpose of this study is to identify the consumption values that drive the purchase intention of Agri-food products (AFP) produced by local entrepreneurs, and how their entrepreneurial spirit can moderate the interplay between values and purchase intention. A sample of 428 users of AFP was drawn to test the model comprising three consumption values with inclusion of trust as a mediator and entrepreneurial spirit as moderator of the relations between constructs. The model was tested using structural equation modeling. Only functional value has a significant influence on trust, whereas all three consumption values influence the purchase intention also trust partially mediated the relationship of consumption values and purchase intention. Entrepreneurial spirit moderates the association of purchase intention with emotional value and trust. The consumption value theory in the context of AFP produced by local entrepreneurs is unique to this study.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44176692","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-10DOI: 10.1080/08974438.2021.2022555
S. Ben Ali, Kaouthar Ben Hassine, N. Mtimet
Abstract Market segmentation using consumer preferences is important for the marketing strategy. For staple foods, like olive oil in the Mediterranean region, intrinsic attributes of the product lead these preferences and should prevail in determining consumer groups. In this paper, we apply conjoint analysis and clustering methods to identify olive oil consumer segments in the Tunisian market. A survey was carried out among 274 consumers who were required to blind taste of samples and give scores for 12 different samples of Tunisian Extra Virgin Olive Oil (EVOO). Results revealed three differentiated segments of consumers; 43.8% of consumers prefer strongly flavored olive oil with deep green color while 38.9% support light yellow olive oil with lower flavor. These preferences are described by age, income category, and consumption frequency. Our results indicate that in countries where olive oil is a traditional food ingredient, the marketing strategy must focus on the product’s intrinsic attributes to better target customers.
{"title":"Market Segmentation Using Intrinsic Product Attributes: Evidence From the Tunisian Olive Oil Market","authors":"S. Ben Ali, Kaouthar Ben Hassine, N. Mtimet","doi":"10.1080/08974438.2021.2022555","DOIUrl":"https://doi.org/10.1080/08974438.2021.2022555","url":null,"abstract":"Abstract Market segmentation using consumer preferences is important for the marketing strategy. For staple foods, like olive oil in the Mediterranean region, intrinsic attributes of the product lead these preferences and should prevail in determining consumer groups. In this paper, we apply conjoint analysis and clustering methods to identify olive oil consumer segments in the Tunisian market. A survey was carried out among 274 consumers who were required to blind taste of samples and give scores for 12 different samples of Tunisian Extra Virgin Olive Oil (EVOO). Results revealed three differentiated segments of consumers; 43.8% of consumers prefer strongly flavored olive oil with deep green color while 38.9% support light yellow olive oil with lower flavor. These preferences are described by age, income category, and consumption frequency. Our results indicate that in countries where olive oil is a traditional food ingredient, the marketing strategy must focus on the product’s intrinsic attributes to better target customers.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47011636","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-07DOI: 10.1080/08974438.2021.2003922
Iris Brenneke, M. Isaak, W. Lentz
Abstract Reputation is an important strategic resource. The aim of this work is to develop a structural model to measure reputation specific to horticulture. Based on a literature analysis, the terms image, identity and reputation are first defined before compiling a basis of knowledge relating to reputation measurement approaches from different fields (e.g., companies, industries). The measurement of “reputation” requires indicators whose epistemic relations (formative vs. reflective) need to be analyzed in order to avoid misspecification. Indicators were established from different research approaches, combined in a “multiple indicators and multiple causes” (MIMIC) model and supplemented through the influence of moderating variables.
{"title":"Review – Measuring the Reputation of Companies and Industries Using the Example of Horticulture","authors":"Iris Brenneke, M. Isaak, W. Lentz","doi":"10.1080/08974438.2021.2003922","DOIUrl":"https://doi.org/10.1080/08974438.2021.2003922","url":null,"abstract":"Abstract Reputation is an important strategic resource. The aim of this work is to develop a structural model to measure reputation specific to horticulture. Based on a literature analysis, the terms image, identity and reputation are first defined before compiling a basis of knowledge relating to reputation measurement approaches from different fields (e.g., companies, industries). The measurement of “reputation” requires indicators whose epistemic relations (formative vs. reflective) need to be analyzed in order to avoid misspecification. Indicators were established from different research approaches, combined in a “multiple indicators and multiple causes” (MIMIC) model and supplemented through the influence of moderating variables.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43743537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-07DOI: 10.1080/08974438.2021.2022556
Bismark Amfo, R. Aidoo, J. Mensah, W. Adzawla, Mark Appiah-Twumasi, Ernest Amegawovor Akey, R. Bannor
Abstract We investigated rice marketing outlets, commercialization, and welfare implications in rural Ghana. Primary data was gathered from 225 rural rice farmers. Fractional response, multinomial logistic, multivariate probit, and propensity score matching were estimated. Rice farmers in rural Ghana sell at farm gates, processing centers, local, district or regional capital markets. Rice marketing outlets are wholesalers, retailers and rice millers. About 62% of farmers produce rice mainly for sale, and 70% of rice produced in rural Ghana is sold. Majority of producers are high or medium commercialization rice farmers. Thus, rice commercialization (market participation) in rural Ghana is high. Credit, association membership, farm size, irrigated rice production, and commercial production enhance rice commercialization. However, rice commercialization reduces with education, household size, and distance to district capital. Welfare is highest for high commercialization rural rice farmers compared with low and medium commercialization farmers. Rice commercialization has positive implications on rural farmers’ welfare.
{"title":"Rice Marketing Outlets, Commercialization, and Welfare: Insights From Rural Ghana","authors":"Bismark Amfo, R. Aidoo, J. Mensah, W. Adzawla, Mark Appiah-Twumasi, Ernest Amegawovor Akey, R. Bannor","doi":"10.1080/08974438.2021.2022556","DOIUrl":"https://doi.org/10.1080/08974438.2021.2022556","url":null,"abstract":"Abstract We investigated rice marketing outlets, commercialization, and welfare implications in rural Ghana. Primary data was gathered from 225 rural rice farmers. Fractional response, multinomial logistic, multivariate probit, and propensity score matching were estimated. Rice farmers in rural Ghana sell at farm gates, processing centers, local, district or regional capital markets. Rice marketing outlets are wholesalers, retailers and rice millers. About 62% of farmers produce rice mainly for sale, and 70% of rice produced in rural Ghana is sold. Majority of producers are high or medium commercialization rice farmers. Thus, rice commercialization (market participation) in rural Ghana is high. Credit, association membership, farm size, irrigated rice production, and commercial production enhance rice commercialization. However, rice commercialization reduces with education, household size, and distance to district capital. Welfare is highest for high commercialization rural rice farmers compared with low and medium commercialization farmers. Rice commercialization has positive implications on rural farmers’ welfare.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48437076","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-19DOI: 10.1080/08974438.2021.2012547
B. Polenzani, C. Riganelli, A. Marchini
Abstract The current paper aims to explore the drivers of the implementation of e-commerce and social commerce among Italian virgin olive oil micro-companies (10 employees or less), according to the Technology-Organization-Environment framework. In order to observe this phenomenon over time, a Generalized Linear Mixed Model was used for the analysis, because it allows considering the heterogeneity characteristic of such types of companies. The results show that technological change is influencing the drivers toward e-commerce adoption and that the size is not as important as it seems. The implementation of new technological sales channels could allow not only to broaden micro firms’ sales horizons but also to overcome significant geographical barriers, enabling expansion toward otherwise inaccessible international markets. It is even more critical considering that the current pandemic situation is forcing the transition from direct/physical to online sales.
{"title":"Why Do Small Firms Implement Web Sales? The Italian Olive Oil Case","authors":"B. Polenzani, C. Riganelli, A. Marchini","doi":"10.1080/08974438.2021.2012547","DOIUrl":"https://doi.org/10.1080/08974438.2021.2012547","url":null,"abstract":"Abstract The current paper aims to explore the drivers of the implementation of e-commerce and social commerce among Italian virgin olive oil micro-companies (10 employees or less), according to the Technology-Organization-Environment framework. In order to observe this phenomenon over time, a Generalized Linear Mixed Model was used for the analysis, because it allows considering the heterogeneity characteristic of such types of companies. The results show that technological change is influencing the drivers toward e-commerce adoption and that the size is not as important as it seems. The implementation of new technological sales channels could allow not only to broaden micro firms’ sales horizons but also to overcome significant geographical barriers, enabling expansion toward otherwise inaccessible international markets. It is even more critical considering that the current pandemic situation is forcing the transition from direct/physical to online sales.","PeriodicalId":35464,"journal":{"name":"Journal of International Food and Agribusiness Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43938120","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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