Examining Adoption of eNAM Platform for Transforming Agricultural Marketing in India

Abstract

E-commerce is a well-known global success phenomenon, and it is also gaining popularity in Indian Agriculture sector in the form of B2B e-commerce. The electronic National Agricultural Marketing (eNAM) initiative of the Government of India is emerging as a viable solution to the highly fragmented and inefficient supply chain about agricultural marketing in India. This B2B E-commerce platform provides more sale options to farmers, increase direct access to markets, reduce intermediation costs and promote common procedures, scientific storage, and quality grading within a better supply chain. To realize the benefits of eNAM, its high adoption is a prerequisite. In this chapter, the constructs ``Performance Expectancy{''}, ``Effort Expectancy{''}, ``Social Influence{''}, ``Facilitating Conditions{''}, ``Behavioural Intention{''}, ``Trust{''}, and ``Cost{''} of the adoption framework relevant to the Indian agriculture sector are discussed with the support of a pilot study. The relationship between the adoption factors and intention to adopt is analyzed using analysis of data collected through an opinion survey conducted in the Meerut wholesale market in Uttar Pradesh (UP). It is expected that the study helps in understanding the online behavior of adopters and help bring more and more participants to the National Agricultural Marketing B2B platform for its eventual success.