Supply chain networks in horticulture: an assessment of farmers' perceptions and market linkages

Purpose This study investigates the determinants of horticulture supply chain efficiency (SCE) and the mediating effects of market linkage strength (MLS). Design/methodology/approach The study conceptualises and tests a partial least squares structural equation modelling model based on the resource-based view and relational exchange theory, with the data collected from 500 horticultural farmers from Shimla, Kullu and Kinnaur districts of Himachal Pradesh. Findings The findings show that logistics capability (LC) has the strongest effects on MLS (β = 0.395) and SCE (β = 0.388), followed by information and coordination (IC). Transaction fairness (TF) and digital adoption (DA) significantly strengthen MLS, while MLS positively influences SCE (β = 0.233). MLS provides complementary mediation for LC and IC and indirect-only mediation for TF and DA. Originality/value The study integrates operational capabilities and relational mechanisms to explain how market linkages contribute to horticultural supply-chain efficiency, offering context-specific evidence from an underexplored horticultural setting.