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How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Johanna Muggenhuber

    (Salzburg University of Applied Sciences)

  • Tanja Doppler

    (Salzburg University of Applied Sciences)

  • Cordula Cerha

    (Institute of Retailing and Data Science)

  • Robert Zniva

    (Institute of Retailing and Data Science)

Abstract

Societal stakeholders have started to rethink agricultural supply chains and discuss strategies to improve its resilience to be better prepared for future disruptions. One of the main pillars of such a resilient system is regional farming and distribution. Short food supply chains (SFSCs) refer to systems of food production, distribution, and consumption that involve few intermediaries between the producer and the consumer. However, research on the structure and impact of SFSCs is scarce. The study at hand identifies and categorizes farmers direct-to-consumer activities, investigates the role of technology in this context and explores the motivation of users of such concepts.

Suggested Citation

  • Johanna Muggenhuber & Tanja Doppler & Cordula Cerha & Robert Zniva, 2023. "How Technology Helps Farmers to Cater to Consumers – Channel Formats and Consumer Motives," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López (ed.), Advances in Digital Marketing and eCommerce, pages 120-128, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-31836-8_16
    DOI: 10.1007/978-3-031-31836-8_16
    as

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