Impact of Various Factors Influencing Acceptability of Farmer Coalitions Offerings: A SmartPLS 4.0 Approach

Description

Page: 441-448

Roohi and Sandeep Kapur (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

The agricultural and food industry is showing a growing emphasis on local and sustainable production methods. Yet, the effectiveness of these efforts largely depends on consumer willingness to embrace such products. This study examines the factors influencing the acceptance of agricultural and food products from the perspective of channel members, encompassing wholesalers, retailers, and Primary Agri Credit Societies (PACS) agents/middlemen. Our analysis employs SmartPLS 4.0, a software for partial least squares structural equation modeling (SEM), to explore the relationships between these factors and how they shape channel members’ perceptions of acceptability Farmer Coalitions (FC) offerings. The research aims to uncover pivotal drivers that influence channel members’ endorsement of FC offerings, with potential implications for consumer accessibility and market success.