The Times They Are A-Changin': Adapting to New Agricultural Paradigms through Direct Sales
(R2024-122599)

AUTHORS

Julia König, Fachhochschule Wiener Neustadt GmbH – Campus Wieselburg; Sandra Holub, University of Applied Sciences Wiener Neustadt, Campus Wieselburg, Institute of Marketing, Austria

ABSTRACT

This study focuses on the impact of e-commerce on regional small-scale producers, exploring the transition from traditional to digital direct marketing. Utilizing a mixed-methods approach, the research combines semi-structured interviews with 15 Austrian producers and an upcoming quantitative survey. Focus on identifying the key drivers, opportunities, and challenges in digital transformation, particularly how it facilitates direct consumer-producer connections, eliminates costly intermediaries, and potentially increases the viability of small farms. Early findings suggest that digital direct selling enhances market access for producers and offers consumers greater transparency and choice, promoting more sustainable consumption patterns. This shift highlights the need for producers to professionalize areas like marketing and digitalization to compete in this marketplace.