Enhancing the sustainability of organic vegetable farming: integration of institutional, behavioural, geographical, and digital factors

Purpose. The purpose of this study is to examine the effect of institutional, behavioural, geographical, and digital marketing factors on the sustainability of organic vegetable farming, using the case of the Ngablak Subdistrict, Magelang Regency, Central Java, Indonesia. Methodology. The research was conducted by surveying 120 certified organic farmers selected using purposive sampling from the Merbabu Farmer P4S Group. A Structural Equation Model (SEM) was used to analyse the relationships between institutional, behavioural, geographical, and digital factors influencing the sustainability of organic vegetable farming. Results. The results indicate that property rights security, geographical conditions, risk perception, and digital marketing positively contribute to the sustainability of organic vegetable farming. In contrast, the benefits of organic certification do not directly affect the sustainability of organic vegetable farming, exerting instead an indirect effect through increased risk perception. In addition, property rights security increases risk perception, thereby affecting sustainability both directly and indirectly. Digital marketing can be improved by involving young farmers who tend to be more adaptive to technological developments. Originality. This study offers a novel research model for explaining the sustainability of organic farming by integrating institutional factors (property rights security, organic certification, and risk perception) with digital marketing strategies and geographical conditions. Unlike previous studies, which predominantly focused on economic or market-related aspects, this model adopts a broader perspective by examining the interaction of the components influencing the sustainability of organic farming, especially in developing countries. Practical implication. The sustainability of organic vegetable farming can be enhanced by strengthening farmers’ digital marketing capabilities. Farmers should be encouraged to obtain organic certification as it enhances risk perception and indirectly supports the sustainability of their farming businesses. Strengthening access to certified organic markets and providing digital marketing training can expand market access, enhance farmers’ bargaining power, reduce market risks, and ultimately support the long-term sustainability of organic vegetable farming.