International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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An Empirical Study of Farmers’ Perceived Opportunity Dimensions in Using Digital Platforms and E-Marketplaces for Agricultural Produce Marketing

Author(s) Mukesh Kumar Meena, Dr. Pooja Paharia
Country India
Abstract The growing diffusion of digital platforms and e-marketplaces has opened alternative pathways for agricultural produce marketing, allowing farmers to move beyond traditional intermediary-driven systems. Despite policy support for digital agriculture, adoption among farmers remains uneven and is strongly influenced by their perceptions of the opportunities associated with platform use. This study seeks to identify and empirically examine the key opportunity dimensions perceived by farmers in using digital platforms and e-marketplaces for selling agricultural produce. A quantitative research design was adopted using primary data collected through a structured questionnaire administered to 248 farmers in Rajasthan. Five perceived opportunity dimensions, namely market access, price realisation, cost efficiency, information transparency, and convenience and ease of transaction, were analysed in relation to adoption intention using reliability testing and multiple regression analysis. The results show that market access, cost efficiency, information transparency, and convenience and ease of transaction significantly influence farmers’ adoption intention, with convenience and ease of transaction exerting the strongest effect. In contrast, perceived price realisation opportunity does not show a statistically significant effect. The findings indicate that functional efficiency, usability, and access-related benefits play a more decisive role than pricing considerations in shaping farmers’ adoption behaviour.
Keywords Digital platforms, E-marketplaces, Farmers’ perception, Agricultural produce marketing, Opportunity dimensions
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-14
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.78484
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