Demographic Variations and Behavioral Drivers in Online Agricultural Product Purchases: A Multi-Perspective Analysis

The rapid growth of e-commerce has revolutionized the agricultural sector, enabling direct transactions between producers and consumers. This study explores the interplay of demographic factors—such as age, income, and geographic location—and behavioral drivers, including trust, perceived value, and platform usability, in shaping online purchase intentions for agricultural products. Using a mixed-methods approach, the research incorporates quantitative surveys from 500 respondents and qualitative interviews with 20 participants to provide comprehensive insights. The findings reveal significant variations across demographic groups, with younger, higher-income, and urban consumers exhibiting stronger purchase intentions. Trust and perceived value emerge as pivotal predictors, emphasizing the need for e-commerce platforms to prioritize reliability and transparency. The study also highlights challenges faced by rural and older consumers, such as limited digital literacy and accessibility issues, suggesting targeted interventions to bridge these gaps. This research contributes to the literature on consumer behavior in agricultural e-commerce by integrating demographic and behavioral perspectives. Practical recommendations include designing user-friendly platforms, promoting trust-building measures, and implementing localized marketing strategies to enhance adoption rates and inclusivity.