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Onlineeinkauf von Pflanzenschutzmitteln: Ein Discrete-Choice-Experiment mit landwirtschaftlichen Unternehmern in Deutschland

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  • Danne, Michael
  • Fecke, Wilm
  • Mußhoff, Oliver

Abstract

Digitalization is progressing more and more and in-creasingly influencing business processes in compa-nies. In this context, e-commerce plays an important role for the future development of rural areas. None-theless, there is so far no study which investigates the use of e-commerce for business purposes in rural areas. Hence, primary data was collected from 250 farmers by conducting a discrete choice experiment about the purchase of crop protection products. The "willingness to accept" (WTA) of agricultural entre-preneurs for e-commerce was estimated using a mixed logit model. The results show that agricultural entre-preneurs demand a discount when they purchase in-puts via online trading rather than from their current trader. Furthermore, the presence of a private respec-tively state label for an online retailer has a positive effect on e-commerce usage. However, the longer delivery time has a negative effect on the use of e-commerce for crop protection product purchases. The results show that consultation and personal contact between the dealer and the customer are of great im-portance. These core findings are very relevant to business practice, as they provide online agricultural traders of agricultural inputs with initial clues re-garding appropriate marketing measures and allow de-riving recommendations for policy measures. In addition, by considering individual-specific characteristics, it could be shown that there is a statistically significant relationship between the risk attitude and education level with the e-commerce acceptance of an agricultural entrepreneur.

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  • Danne, Michael & Fecke, Wilm & Mußhoff, Oliver, 2021. "Onlineeinkauf von Pflanzenschutzmitteln: Ein Discrete-Choice-Experiment mit landwirtschaftlichen Unternehmern in Deutschland," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 70(02), January.
    • Handle: RePEc:ags:gjagec:343297
    DOI: 10.22004/ag.econ.343297
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    1. Marius Michels & Wilm Fecke & Jan‐Henning Feil & Oliver Musshoff & Frederike Lülfs‐Baden & Saskia Krone, 2020. "“Anytime, anyplace, anywhere”—A sample selection model of mobile internet adoption in german agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 36(2), pages 192-207, April.

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