Purchase Intention and Constraints in Purchasing Pesticides from e-commerce platform: A Study of farmers in Junagadh District of Gujarat

Abstract:

The study examined farmers' awareness, purchase intention, influencing factors, and constraints regarding purchasing pesticides through e-commerce platforms in Junagadh district of Gujarat. A descriptive cross-sectional research design was adopted, and primary data were collected from 200 farmers using a structured interview schedule through a multi-stage sampling technique. The findings revealed that 63.5% of farmers were aware of online pesticide purchasing, Lower prices, discounts, easy price comparison, and product information were the key factors encouraging online purchases. The perceived usefulness, perceived ease of use, social influence, and facilitating conditions positively influenced farmers' purchase intention. Major constraints included counterfeit products, delayed delivery, inability to inspect products, and limited digital literacy. The study concludes that improving product authenticity, delivery services, farmer awareness can enhance the adoption of e-commerce platforms for pesticide purchasing, providing useful insights for agri-input companies, Agri-Tech firms, extension agencies, and policymakers.