Factors influencing vegetable cooperatives’ selection of marketing channels in Beijing

Abstract

Purpose The selection of marketing channels by vegetable producers directly affects the income of producers and is important for the maintenance of a stable supply of vegetables and food control. The purpose of this paper is threefold: to investigate the cooperative selection of vegetable marketing channels; to identify the factors that influence the selection of marketing channels by professional vegetable cooperatives by comparing emerging and traditional circulation modes; and to solve the problems related to vegetable circulation channels in Beijing. Design/methodology/approach A total of 187 valid questionnaires were collected from seven main vegetable production districts in Beijing urban areas from September to December 2017, with a response rate of 89 percent. Binary logistic regression was used for analysis in this study. Findings Results revealed that the cooperatives mainly selected large wholesalers, wholesale markets, supermarkets and electronic commerce as their marketing channels for their vegetables. Estimation results showed that among the 18 influencing factors in the four categories, the educational level of the person in charge and some other factors significantly influence the selection of these four distribution channels by the cooperatives. Research limitations/implications Due to the lack of time and energy, this paper does not analyze the factors influencing a cooperative’s choice of different e-commerce platforms. If this problem can be solved, it will definitely promote the development of e-commerce in rural areas. Originality/value The results obtained in the present study and their implications could help policy makers establish a science-based and reasonable policy to encourage vegetable producers to participate in the new circulation modes of vegetables in Beijing and ensure their income in the vegetable supply chain. This study suggests methods to improve the vegetable sector in other cities facing similar issues.

Chinese consumers' selection of wine purchasing channels: influence of demographic characteristics, perceived value factors, social factors and wine knowledge

“…Besides, compared to the previous channel selection literature (Mburu et al. , 2007; Khudri and Sultana, 2015; Mutura et al , 2016; Zhang et al. , 2019), this study innovatively incorporates “wine knowledge” as an influencing factor based on the complex nature of wine, which complements the literature on wine market conditions for channel selection.…”

“…First, this study constructs a framework for analyzing the factors influencing wine consumers' channel selection, which is of good generality and can be used in any country or region to analyze local wine consumers' channel selection. Besides, compared to the previous channel selection literature (Mburu et al, 2007;Khudri and Sultana, 2015;Mutura et al, 2016;Zhang et al, 2019), this study innovatively incorporates "wine knowledge" as an influencing factor based on the complex nature of wine, which complements the literature on wine market conditions for channel selection. Third, compared to the previous literature that includes Chinese wine sales channels (Yu et al, 2009;Zeng and Szolnoki, 2017), this study has a more scrupulous and detailed classification of channels, which can provide reference for future study about the Chinese wine market.…”

Key influencing factors of consumers’ vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency in Beijing, China

“…The binary logit choice model is widely used to analyze the choice between two categories (Zhang et al, 2018;Zhang et al, 2019). Therefore, the binary logistic regression model was adopted in this work to study the influencing factors of the willingness-behavior consistency in vegetable e-commerce.…”

Gap between words and action: empirical study on the consistency of farmers supporting green vegetable production practices

“…Vegetables provide a large amount of the vitamins and minerals necessary for a healthy lifestyle, and thus form an indispensable component in the daily diet (Cheng et al, 2016;Santarelli et al, 2018;Zhang W. et al, 2019). The healthy development of the vegetable industry can promote the adjustment of agricultural structure, optimize the diet structure of residents, increase farmers' income, and improve living standards (Wang et al, 2018;Fan et al, 2019).…”