DIGITAL TRANSFORMATION IN AGRICULTURAL MARKETING: ATTITUDES AND CHALLENGES AMONG EGYPTIAN HONEY AND OLIVE OIL PRODUCERS – AN EMPIRICAL STUDY

ABSTRACT This study examines how Egyptian Arab Republic honey and olive oil producers understand e-marketing with a specific examination of group variation. The study determines the essential difficulties these producers encounter through investigating how agricultural extension services contribute to enhancing digital capabilities. The research made use of the descriptive analytical framework to investigate 200 producers, consisting of 100 honey producers and 100 olive oil producers at the Al-Horreya Garden Honey and Olive Festivals in Zamalek. The research data shows that honey producers exhibit superior digital aptitudes compared to olive oil producers since they conduct regular social media activities while demonstrating proficient knowledge of electronic marketing systems. The producers showed greater enthusiasm for digital marketing during interviews. Olive oil producers showed reluctance, along with limited hands-on experience, when it comes to managing promotional efforts through advertising and selling their products through e-commerce platforms. Despite being aware of digital tools and having both basic knowledge and internet access, olive oil producers faced problems in handling the technology effectively. Agricultural extension services continue to be fundamental because they develop producers’ readiness capabilities through educational programs and technical assistance, and ongoing instructional outreach. The study presents recommendations along with digital agricultural extension as the most critical component, which include practical training development and improved technology access in rural areas. The implemented measures should boost e-market possibilities for agricultural produce while simultaneously improving producers’ marketing practices and economic performance.