Shaping farmers' purchase intentions: the role of agricultural input subsidies and marketing strategies in Iran

This study investigates the impact of agricultural input subsidies and complementary marketing factors on farmers' purchase intentions in Alborz Province, Iran, using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings suggest that sustainable production methods influence purchase intentions more than other factors examined in this study. Traditional advertising has no significant effect, indicating the need for more localized and trust-based communication strategies. The study offers practical recommendations for policymakers: prioritize support for sustainable agricultural practices, invest in digital infrastructure to facilitate online transactions in rural areas, and redesign subsidy programs to target not only financial relief but also the promotion of modern, efficient farming methods. Furthermore, replacing conventional advertising with community-based outreach and tailored digital marketing can enhance market engagement. These insights contribute to more effective agricultural policy design and support broader goals of sustainable rural development and market participation.