Fresh food consumers and e-marketplaces for smallholders: an analysis of perceptions and attitudes

Disintermediation has been proposed as a possible strategy to enhance the competitiveness of small farmers. This paper examines consumers’ interest in using e-marketplaces to purchase fresh food directly from smallholders, employing a focus groups methodology. Unlike previous studies that have focused on current users of e-marketplace platforms, this research explores the views of potential consumers responsible for food purchases in their households, specifically regarding their willingness to participate in such e-marketplaces. 41 consumers participated, grouped into 6 different groups. Focus group discussions were transcribed and analyzed using content analysis, keywords-in-context, and discourse analysis to obtain the main results. Although there is a widespread understanding of the challenges faced by smallholders, a shift towards direct purchasing and e-marketplace usage is not yet widely embraced by consumers. Cultural changes appear necessary before consumers fully accept e-markets as a direct sales channel for fresh produce. Nevertheless, based on participant opinions and observations of several e-marketplaces, the study offers specific recommendations to improve consumers’ perception of these platforms.