The Role of Mobile Technology Adoption in Developing Sustainable Agricultural Marketing Efficiency and Reducing Transaction Costs Among Smallholder Farmers

The main objective of the present study is to investigate how smallholder farmers (SF) in Thanjavur, Tamil Nadu, India, are using mobile technology to develop sustainable access to markets for agricultural products and reduce transaction costs. This research employs a mixed-methods approach (MMA) to examine the effects of mobile payment systems, diverse technologies, and mobile devices on TC, MA, and LoI. A total of 273 farmers were surveyed, of whom 137 were initial adopters and 136 did not participate at any time. A subset of 27 farmers and vital stakeholder groups was then subjected to a complete evaluation. The experimental results of this investigation validate that MTA significantly minimises TC for SF, particularly search costs (SC) (by 35.85%) and negotiation costs (NC) (by 31.00%). The results showed a significant 83.97% increase in LoI and a 43.21% increase in MA among farmers who implemented MTA, compared with those who did not. The experimental results presented here show that MTA can improve MA and LoI in rural agricultural backgrounds, predominantly when challenged by environmental changes. This research study highlights problems with MTA, including limited setup and electronic data issues, but also validates that MTA supports livestock farmers in NC and MA by enabling real-time data collection for SA.

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