Impact of Internet-based media on food supply chain among Ukrainian farmers following Russia’s invasion

Purpose - This study evaluated the use of Internet-mediated platforms for food supply chain among Ukrainian farmers due to the war. Design/methodology/approach - The study was an online survey involving 325 Ukrainian farmers. The instrument for data collection was a structured questionnaire. Findings - The result of the study revealed the main effect of Internet-powered media such as social media, mobile applications and dedicated websites on food supply, F(1,308) 5.745,p = 0.004, p2 = 0.036. The result also revealed the interacting effect of supply intention (p = 0.001) and destination of supply (p = 0.001). Further analysis revealed that farmers with profit and charity intentions are likely to use dedicated websites, while those with trade-by-batter intentions are likely to use mobile applications. Also, the supply destination significantly interacted with the use of Internet-powered technologies (p = 0.001). A breakdown of the result showed that supply destinations in Ukraine are likely to be coordinated through dedicated websites, while those for neighbouring countries are likely to be coordinated through social media. Finally, variables from the unified theory of technology acceptance and use of technology, such as effort expectancy (ß = 0.412), performance expectancy (ß = 0.655) and social influence (ß = 0.182), collectively and individually predict the use of Internet-powered communication technologies for food supply among Ukrainian farmers, F(3,308)16.801,p = 0.001,R2 = 0.142. Research limitations/implications - This study explains how Internet-based media have contributed to the sustenance of agribusiness and food supply chain in challenging times like war. Originality/value - Information from this study could be useful in understanding the contributing role of digital media in agribusiness and food supply during uncertainties.