Configuring the agricultural platforms: farmers' preferences for design attributes

Purpose - Although growing Internet penetration in the hinterlands has attracted agribusinesses to promote digital platforms, farmers are sceptical about using them. The literature discusses agricultural platforms from the theoretical perspective of technological determinism, where the platforms are developed and promoted by firms in a top-down manner to be accepted by farmers. However, this approach results in poorly configured platforms with limited utility for farmers. It is evident from the existing literature that the mere creation of a platform business is not sufficient to guarantee adoption by users. Hence, this study explores how to make the agricultural platform more attractive for farmers. Design/methodology/approach - The present study is based on a discrete choice experiment performed on 126 Indian farmers using agricultural platforms. The data were analysed using the conditional logistic regression method. Findings - The study suggests that farmers expect government and cooperative entities to be also embedded with the platforms. Complementary features such as prompt service, competitive pricing and farm credit were identified as essential attributes. Further, the platforms should enable smallholders to trade farm produce by providing a mechanism for real-time online nudging and bargaining with buyers. Research limitations/implications - The study is based on the applications of random utility theory. The research has utility for Agtech managers, cooperative institutions and agricultural policymakers. Originality/value - This is one of the first studies focussing on agricultural platform design from the farmers' perspective. The study implies that incorporating preferred attributes can help practitioners configure platforms to benefit farmers with prospects concerning farm management decisions.