Agricultural marketing innovations in subsistence marketplaces in peri-urban areas of Bamenda, Mezam Division, Cameroon

Purpose This study sought to analyze current agricultural marketing innovation practices, examine determinants of adoption, identify challenges faced by stakeholders, and detect enhanced strategies for improved profitability. Design/methodology/approach The study utilized a survey research design. It was conducted in the peri-urban areas of Bamenda with a sample size of 136 respondents, selected through stratified random sampling to ensure representativeness. Data collection involved structured questionnaires, and analysis was carried out using descriptive statistics, binomial logistic regression, and ordered logit regression models. Findings As uncovered, age (Coef. −2.542, p -value 0.003) and perceived risk (Coef. 2.24, p -value <0.001) are critical factors influencing the adoption of agricultural marketing innovations in the peri-urban areas of Bamenda, Mezam Division, Cameroon. Additionally, profitability (Coef. 0.806, p -value 0.017) serves as a significant driver of adoption, highlighting the importance of economic incentives. Strategies aimed at addressing the concerns of actors such as reducing perceived risk may be through capacity building (mean score 3.34), market linkages (mean score 3.40), and demonstrating that the profitability of innovations could contribute to higher adoption rates. Research limitations/implications The key limitation of this study is in terms of its geographical scope which poses a challenge of global generalization. However, the implications of the findings suggest that addressing infrastructure gaps, fostering collaboration, and promoting supportive ecosystems are crucial for improving agricultural marketing innovations in subsistence marketplaces. Originality/value This study provides a basis and makes recommendations to inform policy actions on agricultural marketing for better food chains in peri-urban settings.