Empowering Women in Rural China: Redefining Roles and Reducing Gender Divides Through Online Selling in Family Farming

Abstract

This research investigates the emerging role of women in online selling for family farming in rural China, examining their contributions, the challenges they face, and the societal perceptions surrounding their involvement. Existing research has revealed the negative impact of gender stereotypes on women's involvement in agriculture and has also predicted the potential of e-commerce to disrupt traditional gender roles. However, it highlights that the impact of e-commerce on women's labor in rural areas may not automatically alter the existing power dynamics. Through nine interviews, the study reveals that women actively generate and implement the idea of online selling for their families, resulting in improved commercial success for their farms. However, their participation requires significant effort and dedication as they juggle online selling alongside their existing full-time jobs. The mental strain of this additional workload, combined with the demanding nature of the online selling platform, underscores the resilience and determination of these women. Despite their valuable contributions, family members often disregard personal gains and downplay their involvement as a family benefit rather than an individual pursuit, prioritizing traditional agricultural activities like planting. Moreover, they perceive success in online selling as an inherent quality of being a woman, rather than recognizing the acquired skills and expertise necessary for effective marketing and sales.