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Adoption of E-Marketing by Direct Market Farms in the Northeastern U.S

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  • Baer, Alexander G.
  • Brown, Cheryl

Abstract

Many farms have begun operating websites in order to promote their businesses. This study used data from a survey of farms in the northeastern U.S. for the year 2004 in order to identify characteristics of farmers, farms, and farm businesses associated with website adoption. Following a technology adoption framework, a Probit model of website adoption was estimated to identify significant relationships. Some sales locations and product types, advertising diversity, high speed Internet connections, and gross farm sales were found to be significantly related to website adoption.

Suggested Citation

  • Baer, Alexander G. & Brown, Cheryl, 2006. "Adoption of E-Marketing by Direct Market Farms in the Northeastern U.S," 2006 Annual meeting, July 23-26, Long Beach, CA 21320, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea06:21320
    DOI: 10.22004/ag.econ.21320
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    References listed on IDEAS

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    Cited by:

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    2. Zein Kallas & Teresa Serra & Jos頠 M. Gil, 2012. "Effects of policy instruments on farm investments and production decisions in the Spanish COP sector," Applied Economics, Taylor & Francis Journals, vol. 44(30), pages 3877-3886, October.
    3. Souza Monteiro, Diogo M. & Caswell, Julie A., 2009. "Traceability adoption at the farm level: An empirical analysis of the Portuguese pear industry," Food Policy, Elsevier, vol. 34(1), pages 94-101, February.
    4. Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2007. "Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6607, International European Forum on System Dynamics and Innovation in Food Networks.

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