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Electronic Commerce in Agriculture and Agribusiness: the Case of Emilia-Romagna (Italy)


  • Maurizio Canavari

    (Alma Mater Studiorum - University of Bologna)

  • Daniela Miniucchi

    (Alma Mater Studiorum - University of Bologna)

  • Giuseppe Nocella

    (Alma Mater Studiorum - University of Bologna)

  • Davide Viaggi

    (Alma Mater Studiorum - University of Bologna)


Despite the expectations of the benefits of this tool, the adoption of Electronic Commerce(EC) by small and medium firms of the agro-food sector in Italy is still not frequent, however, the understanding of opportunities it could create and how they can be exploited remains a relevant issue. This study, carried out in the Emilia -Romagna region during 2002, illustrates the results of a survey of 208 firms at all stages of the agro-food chain aimed at understanding the use of the Internet and the strategies adopted for EC implementation. The results show a low level of implementation of the instrument and a limited variety of adoption strategies. Agro-food firms actually invest very little in EC focusing their efforts on the Internet as promotion tool, while web-based direct selling is confined to market niches. The view that the Internet would reverse the disadvantages of small firms appears by now non realistic, even if interesting opportunities for further development are still present.

Suggested Citation

  • Maurizio Canavari & Daniela Miniucchi & Giuseppe Nocella & Davide Viaggi, 2004. "Electronic Commerce in Agriculture and Agribusiness: the Case of Emilia-Romagna (Italy)," Others 0409002, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpot:0409002
    Note: Type of Document - pdf; pages: 10. in: Harnos Z., Herdon M., Wiwczaroski T.B. (eds., 2003), 'Information technology for a better agri-food sector, environment and rural living', 4th Conference of the European Federation of Information Technology in Agriculture, Food and Environment (EFITA)- July 5-9, 2003. Debrecen (Hungary): University of Debrecen.

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    Cited by:

    1. Canavari, Maurizio & Rivaroli, Sergio & Fritz, Melanie & Hausen, Tobias, 2006. "Prioritizing Trust Factors in an Agri-Food B2B E-Commerce Environment," 99th Seminar, February 8-10, 2006, Bonn, Germany 7773, European Association of Agricultural Economists.
    2. Manouselis, Nikos & Konstantas, A. & Palavitsinis, N. & Costopoulou, Constantina & Sideridis, Alexander B., 2009. "A Survey of Greek Agricultural E-Markets," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 10(1), pages 1-16.

    More about this item


    E-commerce; agribusiness; Emilia-Romagna (Italy);

    JEL classification:

    • P - Economic Systems
    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Z - Other Special Topics


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