Search Results (13)

This research aims to assess the current landscape of digital communication practices among PDO and PGI agricultural products in Southern European countries—Italy, Spain, France, Greece, and Portugal—which together account for 75% of Europe’s GI-registered agri-food products. By analyzing the GI View portal and conducting desk research to assess the presence of producer groups and the promotion of their products across digital platforms, this study offers insights into how these products are marketed online. It combines an overview of digital presence across multiple platforms with a content analysis of Facebook posts. The findings reveal that, although digital tools—especially websites and social media—are increasingly used by GI producer groups, their potential remains underexploited. Most groups maintain some digital presence, yet the strategies are inconsistent and e-commerce remains underused. Despite being inherently linked to environmental and social sustainability, these attributes are rarely communicated—particularly on Facebook. This social media channel is the most used platform among GI producer groups; however, its use is poorly optimized with an irregular posting frequency. This study recommends investments in capacity building, integrated branding approaches, and the strategic inclusion of the inherent value of GI products in digital narratives to enhance their visibility, differentiation, and sustainability communication. Full article

Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, mitigating agri-food waste issues. Green consumers are prospective customers of imperfect produce because their purchasing decisions are made based on sustainability and environmental considerations. However, each individual’s degree of green consumption differs, impacting their preferences and behaviors toward green buying activity. Considering the gap between the varying levels of green consumers and their intention to purchase imperfect organic produce through e-commerce, this study aimed to profile three distinct green consumers and explore factors affecting their Online Green Purchase Intention (OGPI) for imperfect organic vegetables. The Unified Theory of Acceptance and Use of Technology (UTAUT) was applied in this study, and Web-Based Label Quality (WLQ) was introduced as an extended construct to describe green consumers’ perceptions of the credibility and reliability of labels or product-related information displayed on e-commerce platforms. This study involved 668 internet users from environmental platforms and online communities of organic food enthusiasts. First, the consumers were classified into dark-green, semi/light green, and non-green using a cluster analysis approach. Then, Structural Equation Modeling (SEM) and Multi-Group Analysis (MGA) were employed to determine the factors affecting OGPI among green consumer groups. This research found that Performance Expectancy (PE), Social Influence (SI), and WLQ positively influenced dark-green consumers’ online green purchase intention. Only Performance Expectancy (PE) positively affected semi/light-green consumers’ OGPI. Meanwhile, the Facilitating Condition (FC) positively affected non-green consumers’ online green purchase intentions. This research revealed dark-green consumers as the target segment, broadening customers’ perspectives on accepting imperfect organic products, including e-commerce technology. Moreover, the research results can be utilized for marketing and business purposes and contribute to food policy. Full article

As cross-border e-commerce platforms become increasingly integrated into the agricultural supply chain, the establishment of a sustainable supply chain ecosystem is of paramount importance. This study, grounded in the platform theory and the supply chain ecosystem theory, combines the grounded theory and the DEMATEL–ISM–MICMAC model to thoroughly analyze the complex mechanisms driving sustainable development. Utilizing the grounded theory, we construct a system of driving factors comprising five primary indicators and eighteen secondary indicators. The hybrid model reveals the interrelationships, significance, system hierarchy, and dependence-driving relationships among these factors. Notably, the driving factor system is categorized into a six-level hierarchical structure, encompassing profound elements, such as policy optimization and digital empowerment, as well as surface-level factors, such as simplification of customs procedures and consumer demand forecasting. Based on the analysis results, this research proposes a set of pathways to achieve the sustainability of the supply chain. These strategies involve improving cross-border agricultural e-commerce policy frameworks, enhancing digital-driven supply–demand coordination, strengthening logistics infrastructure and transparency, and cultivating brand influence. The study’s findings not only enrich the relevant theories but also provide practical guidance for the coordinated advancement of economic, social, environmental, and resilient development. Furthermore, they are conducive to advancing the United Nations Sustainable Development Goals. Full article

Online food community purchases contributed to urban residents’ food security during the COVID-19 pandemic in Shanghai. The influence of the outbreak on the purchasing behavior of an online food community was examined. An innovative e-commerce model describes how the online community purchases facilitate integration of local food and agri-product resources, and provide consumers, especially residents of densely populated agglomerations, with convenient short-distance distribution. The survey data collected from 1168 residents show that the lockdown severity and food security concerns increased the frequency of residents’ online food purchases. Heterogeneity analysis indicated that the Omicron outbreak effected the online food purchases of those born before the 1990s, males, the less educated, and low-income earners through a community group effect. The internet provides a convenient means of disseminating information, promoting access to local foods, and assuring food access during public health emergencies. Purchasing food online can be further enhanced through standardized management of online communities. Full article

The organization and coordination of cross-border e-commerce platforms in agricultural product trading are continuously increasing, and the involvement of digital platforms has driven the integration and development of cross-border agricultural product supply chains with live-streaming e-commerce, effectively facilitating the comprehensive development of producers, sellers, and professional service providers within the ecosystem. However, despite the growing importance of this integration model in the market, there are still numerous unresolved issues from a supply chain perspective, and existing research provides relatively limited guidance on the effective operation of this integrated supply chain model. To address this gap in theoretical research, this study first delves into the essence and fundamental characteristics of sustainable cross-border agricultural product supply chains in the context of live streaming. Secondly, employing grounded theory as the primary research method and combining platform theory and ecosystem theory, an influencing factor system and an impact model for the development of sustainable cross-border agricultural product supply chains in the context of live streaming are constructed to gain a more comprehensive understanding of the complexity of this integrated supply chain model. Finally, from the perspectives of government agencies and practitioners, development pathways for sustainable cross-border agricultural product supply chains in the context of live-streaming e-commerce are proposed, aiming to enhance existing research and provide decision-making support for relevant stakeholders in formulating development strategies. The findings of this study contribute to expanding the research perspective on the ecosystem of live-streaming e-commerce and sustainable cross-border agricultural product supply chains, providing theoretical support for the establishment and operation of sustainable cross-border agricultural product supply chains in the context of live streaming. Additionally, it offers important references for promoting the sustainable development of live-streaming e-commerce and cross-border agricultural product supply chains, facilitating industry upgrading, global agricultural trade, and achieving mutually beneficial outcomes. Full article

Escalating intensification and homogenization occurring throughout the supply chain poses serious challenges to the global food supply. Several approaches have been developed to shift the food systems to a more resilient path; however, the high unit costs of shipping impede its development. This paper proposes a shared logistic service supported by E-commerce as a solution to this problem. It analyzes the shared logistic system developed by Vegibus Ins. in Japan which has unique features, such as fixed routes. It argues that the logistic service has the ability to connect different scales while supporting flexible transactions leading to the construction of a resilient agri-food system. At the same time, the paper points out the need for subsidies from the governments to facilitate this kind of shared logistic service at the initial stage as one limitation to this approach. Full article

Agricultural e-commerce (AE) has attracted substantial attention within various research disciplines for several years. In this paper, we present a literature review of the recent state of AE research published from 2000 through to 2021 in 83 journals. Based on Service-Dominant Logic (S-D logic) and Qualitative Comparative Analysis (QCA), we identify six research themes, and a theoretical continuum is applied to reveal how research themes and scholarly approaches fit into the S-D logic framework. A general increasing trend in the number of articles confirms the escalating interest in AE research; however, different themes perform unevenly with S-D logic. Even though research themes such as Consumer Willingness are getting closer to S-D logic premises, and ideologies that are increasingly approaching S-D logic have been applied to analyzing AE topics, unfortunately, there remains a paucity of papers that wield S-D logic in the AE field. Our research focuses on an innovative emerging AE field and, simultaneously, provides an approach of integrating S-D logic into analyzing academic papers in the AE domain. This research may shed some light on future possibilities that S-D logic could support the co-creation of value between consumers and agribusiness managers, and other broader disciplines such as management and marketing. Full article

During the COVID-19 pandemic, digital technology has been used in all aspects of the agricultural field. How to seize the opportunity to achieve the production-marketing connection is increasingly becoming a top concern for green agri-food enterprises. Based on the theory of a task–technology fit, this study analyzes the fitness between livestreaming e-commerce and green agri-food. More specifically, the task characteristics cover the seasonality, locality, and eco-friendliness of green agri-food, and the technology characteristics cover the responsiveness, interactivity, and entertainment of livestreaming e-commerce. Using data of a sample of 574 green agri-food entrepreneurial firms collected through a web-based questionnaire, we preform structural equation modeling (SEM) analysis and find that the locality and eco-friendliness of green agri-food, the responsiveness, interactivity, and entertainment of livestreaming e-commerce have a positive effect on the fit of green agri-food livestreaming e-commerce. Moreover, the fit of green agri-food livestreaming has a positive effect on firm performance and the intention to adopt livestreaming e-commerce. This study also demonstrates that perceived corporate social responsibility has a moderating effect on the relationship between the fit of livestreaming of green agri-food and the intention to adopt livestreaming e-commerce. This study extends prior research on the task–technology fit into livestreaming e-commerce companies and provides insights into our understanding of successful adoption of livestreaming e-commerce. Full article

The agrifood products market has never before contained as many niches than it does at this moment in history. The use of geographical indication (GIs) is one of the oldest ways of granting protection for and promoting these goods. Although they date back thousands of years, only since the Trade-Related Aspects of Intellectual Property Rights (TRIPS) agreement has there been a common understanding in regard to their use. Although the GI system has the same structure globally, each region shows different performance. Therefore, the influence of institutions in this market is still an enigma to be explored. In this work, we sought to compare the performance of Mercosur and the European Union in relation to GI products and categories in this exchange arena by analyzing e-retail supermarkets. To do so, we collected data from 44 online supermarkets from both economic blocs and analyzed the relevant attributes of the products offered. Then, we compared both blocs through the use of graphics and economic sociology tools. We present novel results relating to differences in GI performance, discuss the reasons for such differences and examine the construction of the market. Our results show that the EU had significantly more products than Mercosur and had a wider variety of GI products on e-retail shelves. Moreover, in the EU, the advertised products originated mainly from within the economic bloc, whereas the majority of GI products advertised in Mercosur originated primarily from abroad. This difference indicates to dominance of the EU’ systems, demonstrating that its institutions are effective in terms of trade and commerce development mechanisms. However, in both blocs, a restricted number of categories and registers were found. Full article

The high cost of operation and severe competition in the agri-food e-commerce market make it hard for the small and medium agri-food enterprises (A-SMEs) to operate cost-efficiently and in a sustainable manner. This paper seeks to organize A-SMEs to develop a cooperative organization via collaborative strategies and alliance structures, named as the home-delivery-oriented agri-food supply chain (HASC) alliance, to form a substantive relationship to gain a stable foothold in the emerging e-commerce market. A theoretical framework of the HASC alliance is built with its organizational structure and schematics of the process of implementation strategies that cover the aspects of last-mile chain extension, food transportation, and production/distribution control. Furthermore, a three-step analytical method is proposed to analyze the performance of the alliance with the aim to provide appropriate strategies to hedge against the potential risks of cooperation instability. A hypothetical case is conducted, and the results show that: (1) the performance of the hypothetical HASC alliance with time shows significant variation in the beginning, but it gains stability with the application of stability control strategies; (2) the cooperation stability of HASC alliance is very sensitive to the performance of the strategies that control the customer and environment variations; (3) the factors of trust and market fluctuation have higher effects on membership and environmental stability, respectively; (4) the minimum and maximum cost ranges of control strategies at which the alliance can maintain its stability and performance are 5% and 29%, respectively, of the total operation cost. Full article

The quality of agri-foods in e-supply chains confronts more threats than that in the traditional agri-food supply chain. However, most of the existing studies focusing on the quality problems of fresh agri-products are mainly cases studies and statistical analyses, and they do not take into account the farmers’ willingness to comply with safe agri-food supply procedures. To solve the supply quality problems of fresh agri-foods and help participators make a better choice, the decision-making behavior on the supply quality of agri-foods in the e-supply chain was deeply studied in this paper using game theory. Some factors related to the decision behavior of the supply chain were analyzed, including the supervision intension of the government, the rights protection consciousness of consumers, and the intensity of punishment for poor-quality agri-foods. These factors have an important influence on the farmers’ willingness to provide high-quality products and e-business’ probability of inspection. Compared with three different decision models of agri-food e-supply chains, the results show that the decentralized decision model is better than the centralized model from the view of quality protection. The behavior of members of the supply chain is as follows: the farmers’ willingness to supply high-quality agri-foods increases with the increase in the consumers’ consciousness of their rights and the government’s supervision intensity. The “experience deviation” phenomenon also occurs when a new e-business makes a decision about its quality inspection behavior in this e-supply chain where the quality information is traceable. As such, e-business enterprises should reduce their quality inspection behavior based on the increase in the government’s supervision intensity. This happens to be opposite to the traditional experience where quality information is not traceable. This study not only extends the research framework of the novel electronic supply chain, but also provides a certain reference for the subsequent research and e-business practices of fresh produce in developing countries. Full article

The popularity of e-commerce has impacted traditional retail business. Farmer cooperatives running green agri-food pick-your-own (PYO) farms are facing the choice of whether or not to adopt online channels. PYO operation refers to consumers picking and purchasing the agri-food growing on a farm, and due to it being environmentally-friendly, healthy, and popular, it has been widely adopted by many farm cooperatives. This paper aims to discuss the practicality of introducing online channels to already established PYO farms in the green agri-food supply chain (GASC), who can personally take charge of the online channel or transfer it to one online retailer. Firstly, we constructed the demand functions of green agri-food by putting consumer utility, the freshness of agri-food, and transportation cost into consideration. Secondly, five decision models are built to characterize five operation modes, namely pure PYO mode, self-operated dual-channel mode, decentralized dual-channel mode, centralized dual-channel mode, and contractual cooperation mode. Furthermore, by taking price, demand, and profit with different modes into consideration, we are able to explore the introduction of online channels and green brand construction. Finally, numerical analysis is performed. We found that: (1) introducing an online channel is preferable strategy since the profit of the farmer cooperative in pure PYO mode is always less than the profit of a farmer cooperative in non-self-operated dual-channel modes; (2) the decision of self-operating an online channel is related to the fixed cost of creating a new online channel and the green food brand effect of online channel, and it is the optimal mode in some cases, while the contractual cooperation mode is the optimal mode in the remaining cases; and (3) the green food brand effect of online channels is does not necessarily improve with scale, and the initial freshness has a positive relationship to the profit, demand, and price of farmer cooperatives and online retailers. Full article

During the past two decades of e-commerce growth, the concept of a business model has become increasingly popular. More recently, the research on this realm has grown rapidly, with diverse research activity covering a wide range of application areas. Considering the sustainable development goals, the innovative business models have brought a competitive advantage to improve the sustainability performance of organizations. The concept of the sustainable business model describes the rationale of how an organization creates, delivers, and captures value, in economic, social, cultural, or other contexts, in a sustainable way. The process of sustainable business model construction forms an innovative part of a business strategy. Different industries and businesses have utilized sustainable business models’ concept to satisfy their economic, environmental, and social goals simultaneously. However, the success, popularity, and progress of sustainable business models in different application domains are not clear. To explore this issue, this research provides a comprehensive review of sustainable business models literature in various application areas. Notable sustainable business models are identified and further classified in fourteen unique categories, and in every category, the progress -either failure or success- has been reviewed, and the research gaps are discussed. Taxonomy of the applications includes innovation, management and marketing, entrepreneurship, energy, fashion, healthcare, agri-food, supply chain management, circular economy, developing countries, engineering, construction and real estate, mobility and transportation, and hospitality. The key contribution of this study is that it provides an insight into the state of the art of sustainable business models in various application areas and future research directions. This paper concludes that popularity and the success rate of sustainable business models in all application domains have been increased along with the increasing use of advanced technologies. Full article