Original scientific paper
https://doi.org/10.1080/1331677X.2019.1694426
The importance of websites for organic agri-food producers
Domingo , Fernández-Uclés
Enrique Bernal-Jurado
Adoración Mozas-Moral
Miguel Jesús Medina-Viruel
Abstract
Spanish agri-food producers, particularly organic producers, have
faced commercial problems for years. Websites are able to combine
informative, relational and transactional functions. This ability
makes them attractive sales channels in sectors such as the
organic agri-food sector, which has traditionally had major commercial
shortcomings in these three areas. This study is built on
this premise. The study explored whether organic agri-food producers
and conventional producers differ in terms of their use of
websites as a sales channel and their degree of interaction with
users. The extended model of Internet commerce adoption
(eMICA) and fuzzy-set qualitative comparative analysis (fsQCA)
were used. Other statistical techniques were also used. The fieldwork
began with a sample of 998 producers (239 organic and
759 conventional). The results reveal differences between organic
and conventional olive oil producers regarding website adoption
and use. In terms of attracting website visits, the results also
reveal the relevance of being an organic producer and having a
capitalist or cooperative company structure
Keywords
Websites; organic products; olive oil sector; eMICA; fsQCA
Hrčak ID:
254666
URI
Publication date:
9.2.2021.
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