Marketing challenges and organic farming in India—Does farm size matter?

Abstract

The growing health consciousness among the consumer and increasing awareness about organic food has led numerous opportunities for organic producers. Along with opportunities, there also arise challenges; thus, the main purpose of this study is to explore the marketing challenges faced by the organic and conventional farmers in India. The study also aims to examine the differential association of the marketing challenges on various farm sizes. The sample comprised 400 Indian farmers including both conventional and organic producers. A sequential form of mixed‐method design, that is, qualitative–quantitative, was applied. In the first phase, an exploratory study was convened to find out the marketing challenges among organic and conventional farmers. In the second (quantitative) phase, binomial and multinomial logistics regression was applied to ascertain the differential impact of the marketing challenges on the type of farming and different farm sizes. The results of the qualitative analysis revealed six major marketing challenges faced by the farmers, namely, lack of warehousing facility, lack of price information, inadequate demand for crop, costly transportation, market price variations, and lack of government support. The results suggest there are significant differences in the marketing challenges faced by the conventional and organic farmers across farm sizes. This study is among the few to examine the marketing challenges of organic and conventional farmers in a developing country such as India. The findings will help different stakeholders to frame policies and build strategies to promote organic farming, which will lead to sustainable and responsible consumption in India.