Rural Consumers Research Articles

NGOisation and food sovereignty: unearthing the intricacies of NGO-driven food sovereignty efforts. Insights from Uganda

AbstractIn many places, social movements and organised networks are the primary drivers of mobilisation for food sovereignty. Elsewhere, the concept has been institutionalized and incorporated into national food policy frameworks. However, there is a dearth of knowledge regarding places where food sovereignty efforts are spearheaded by NGOised civil society. This study addresses this gap by examining five Civil Society Organisations promoting food sovereignty in Uganda through qualitative research. Through in-depth interviews, the study explores the implementation, activism, and mobilisation strategies employed by these organisations. The findings reveal that civil society organisations play a significant role in advancing food sovereignty in Uganda. They do so through practical initiatives such as disseminating knowledge, building capacity among smallholder farmers, promoting agroecological practices, and politicizing agricultural development through farmer mobilisation, policy advocacy, and formation of strategic alliances. Nonetheless, the study highlights critical areas for improvement. First, the need for better coordination among CSOs to create synergies that can enhance the impact and sustainability of their efforts. Second, the need to complement non-contentious strategies with more politically assertive actions to address systemic barriers. Finally, the need to forge alliances for FS among rural producers, urban consumers, and other non-farming populations. The main takeaway from these findings is that Food Sovereignty is a dynamic and context-dependent concept, requiring equally flexible strategies to promote it. Therefore, the choice of mobilisation strategies should be carefully adapted to the unique political, cultural, and economic context, rather than relying on a one-size-fits-all approach.

Demand for milk and milk products in the rural household of Bangladesh: A panel data analysis

Milk is considered an essential source of protein for people of all ages. However, Bangladeshi people, particularly those living in rural areas, tend to consume less milk and milk products than necessary. Therefore, this study aims to investigate the demand for milk and milk products among rural consumers and the factors affecting their consumption habits. The study utilizes balanced panel data from three waves of the Bangladesh Integrated Household Survey: 2011–12, 2015, and 2018–19, collected by the International Food Policy Research Institute. Both the Almost Ideal Demand System (AIDS) and Fixed Effects Model were employed. The expenditure elasticity for liquid milk, powdered milk, and condensed milk was found to be 1.013, 1.856, and 1.060, respectively, indicating that these products are considered luxury goods in rural Bangladesh. Additionally, powdered milk is more price-sensitive than liquid or condensed milk in these areas. Milk and milk products exhibit a substitutable relationship based on the Slutsky and Cournot cross-price elasticities matrix. Consumption of liquid milk is significantly influenced, either positively or negatively, by several factors, including age, education, family size, ownership of dairy animals, income, expense of food, and year. Furthermore, while the consumption of powdered milk is increasing over time, factors such as family size and livestock ownership negatively impact its consumption. Similarly, the consumption of condensed milk is negatively affected by education and ownership of dairy animals. Based on our study results, we recommend increasing household income through on and off-farm job creation, promoting educational campaigns on the benefits of milk, and supporting livestock ownership to reduce reliance on processed milk products.

The Use of Smart Lockers in China’s Smart Villages Construction: Expanding UTAUT With Price Value and Technical Anxiety

With the rapid development of e-commerce, Online shopping has not only brought convenience to people’s lives, but also accelerated the explosion of express delivery. As a device that provides 24-hr self-service pickup and delivery services, smart lockers are increasingly accepted by more and more express delivery companies and consumers. However, in rural China, there are few outlets and low usage rates for express delivery cabinets. Especially for the elderly, the use and acceptance of smart lockers are significantly lower. Therefore, how to improve the usage intention of intelligent express delivery cabinets has become a problem that needs to be solved in the development process of smart rural areas. This study develops a theoretical model based on the Unified Theory of Acceptance and Use of Technology (UTAUT), and conducts empirical testing to determine the key factors affecting the willingness of rural Chinese consumers to use smart lockers. This study used a questionnaire survey method to collect data, and a total of 240 valid questionnaires were collected. The partial least squares (PLS) method was used to measure and test the research hypotheses. The results indicate that performance expectancy, facilitating conditions, price value and technology anxiety have a positive impact on consumers’ intention to use. There is no significant relationship between effort expectancy and social influence and users’ behavioral intention to use smart lockers. The results of this study will help enrich UTAUT, provide valuable information for enterprises, and contribute to the implementation of smart villages strategies.

The impact of information acquisition ability on consumers' trust in eco-labels in China: insight of food sustainability

IntroductionThe lack of trust in eco-labels is a significant reason for the slow growth in demand for sustainable food, and reducing the information gap between relevant parties is a crucial means to improve consumer trust in eco-labels.MethodsIn order to investigate the influence and driving pathways of consumers' information acquisition abilities on their trust in eco-labels, a total of 1,072 urban and rural consumers in Inner Mongolia, China were surveyed in this study, with an analysis conducted using the structural equation model.ResultsIt was found that information acquisition ability, institutional trust, and label knowledge have significant direct impacts on eco-label trust, with impact effects of 0.270, 0.351, and 0.357, respectively. Additionally, information acquisition ability has indirect effect of 0.085 and 0.127 on label trust through institutional trust and label knowledge. Furthermore, information discernment awareness has a significant negative moderating effect between information acquisition ability and label trust.DiscussionTherefore, when publicizing the certification system and label knowledge, cultivating consumers' information acquisition ability effectively enhances eco-label trust. Moreover, strengthening media supervision to ensure the authenticity and objectivity of information transmission is an important measure to protect trust in eco-labels. This study enriches relevant research in the field of food sustainability and provides valuable recommendations to promote sustainable food consumption.

Rural women microentrepreneurs, consumer acquisition, and value delivery: Evidence from a quasi-experiment in rural India

Rural women microentrepreneurs, consumer acquisition, and value delivery: Evidence from a quasi-experiment in rural India

Utilization Patterns of Milk and Milk Products among Various End Users in Karnataka, India: A Comparative Analysis

The utilization patterns of milk and milk products in Karnataka were investigated through a study of 100 farmers and 50 consumers. The focus was on how milk was retained, consumed and transformed into various products. It was found that significant variation existed in milk production and consumption across different herd sizes. Small, medium, and large farmers were reported to produce an average of 33.80, 45.18 and 66.26 liters of milk per day, respectively, with family consumption accounting for 19.23 per cent, 17.37 per cent and 15.84 per cent of their production. Larger herds were associated with increased milk production, which allowed for a greater surplus to be sold. Utilization patterns showed that small farmers retained 6.5 liters of milk daily, consuming 32.94 per cent as liquid milk and converting 64.23 per cent into curd, with minimal ghee production. In contrast, large farmers retained 10.5 liters daily, consuming 43.80 per cent as liquid milk and converting 53.12 per cent into curd. This indicated a trend towards higher liquid milk consumption and varying product transformation depending on herd size. Consumer data indicated that rural households spent an average of ₹141.18 on 2.41 kg of milk products daily, while urban households spent ₹142.10 on 2.25 kg. Despite higher costs, urban consumers spent more on liquid milk, whereas rural consumers allocated more to curd and ghee. These findings reflected regional price differences and consumption preferences. Overall, the study highlighted the complex dynamics of milk utilization, with varying consumption patterns and product transformations observed across different farmer categories and consumer demographics. This information was deemed crucial for optimizing milk production and distribution strategies in Karnataka.

Socio-Economic Determinants of Awareness and Utilization of Millets and Its Value-added Products among Rural Consumers in Madurai District, Tamil Nadu, India

Socio-Economic Determinants of Awareness and Utilization of Millets and Its Value-added Products among Rural Consumers in Madurai District, Tamil Nadu, India

Empirical Study on the Usage of Telemedicine by Rural and Urban Health Care Consumers in Taiwan: Integrating the Perspectives of Technology Acceptance Model and Theory of Planned Behavior.

Introduction: The outbreak of the novel coronavirus disease-19 posed significant challenges globally, impacting various sectors and health care systems profoundly. In response, telemedicine has emerged as a vital solution to address health care demands and resource shortages. However, there is a lack of comprehensive research on telemedicine usage among health care consumers in urban and rural areas of Taiwan. Methods: This study aimed to investigate the usage, attitudes, and intentions of telemedicine utilization among health care consumers in Taiwan, integrating the Technology Acceptance Model and Theory of Planned Behavior. A cross-sectional study was conducted from April 2023 to May 2024, involving 1,053 participants who utilized telemedicine services. Structured questionnaires were used for data collection, and statistical analyses were performed using SPSS 21.0 software. Results: The results revealed significant disparities in telemedicine utilization between urban and rural areas, with urban residents exhibiting higher levels of perceived ease of use, perceived usefulness, attitude toward use, trust, and intention to use telemedicine. Regression analysis indicated a significant association between urban residence and male gender with telemedicine utilization, contrary to previous research findings. These disparities may stem from differences in health care accessibility and cultural norms prevalent in urban and rural areas. Conclusions: Further investigation into gender differences and interventions to promote telemedicine usage among females, particularly in urban areas, are recommended. This study provides valuable insights for future research and health care policy formulation.

Renewable energy sources in Kyrgyzstan and energy supply to rural consumers

The study assesses the potential of renewable energy sources in Kyrgyzstan and explores their application to provide energy to rural consumers. This study used an approximation of the parabolic function of solar radiation change, statistical processing of data on the average annual water flow of small rivers, as well as calculation of the volume of manure produced and its processing into biogas and bio fertilisers to assess their potential in agriculture and environmental impact. Kyrgyzstan, located between 40 and 68° north latitude, has evenly distributed solar radiation, small rivers and biomass, which have significant renewable resources. The distribution of solar radiation on the territory corresponds to the normal law of the monthly average mathematical expectation of 175.79 kWh/(m²*month) and a standard deviation of 92.44 kWh/(m²*month). On average, each square metre of a solar power plant can produce 0.451 kWh of energy. The intervals of average water discharge between the small rivers of Kyrgyzstan follow a power law distribution with a mathematical expectation of 3.112 m³/s and a standard deviation of 2.46 m³/s. With a natural water flow rate of 0.652 m³/s, a low-pressure micro-hydroelectric power plant (with a water head of 1 to 2 m) can generate up to 8.95 kW of power. The total consumption of biogas by an average farm in Kyrgyzstan and its consumption for heating raw materials in a bioreactor during the cold season ranges from 16.34 to 18.93 kg/hour. This demand for biogas is met by producing domestic feedstock (animal manure) using compact biogas plants with reactors of up to 20 m³. These facts indicate that the use of the above-mentioned renewable energy sources in Kyrgyzstan can provide autonomous power supply to remote rural consumers and contribute to solving existing environmental problems, as well as energy-saving

WHO CONSUMES MORE BROKEN RICE GRAIN? EVIDENCE FROM RURAL AND URBAN CONSUMERS

The present study, in response to rising food prices, was conceived to find quantitative differences, particularly in broken rice consumption concerning the consumers' geographic (urban/rural) location. Four districts, namely Faisalabad, Sheikhupura, Kasur, and Toba Tek Singh were selected as a case study from central Punjab. Cross- sectional data collected randomly from 250 consumers of broken rice (100 from Faisalabad and 50 from each of the remaining districts with equal proportion of rural and urban households) was used to run a descriptive and non-parametric test of Mann-Whitney U-Test, an alternative test to student t-test. Descriptive statistics show that the average monthly income of the households was Rs. 73251, with an average monthly income of Rs. 63911 and Rs. 82667 for rural and urban households, respectively. The overall total rice consumption per household (11.2 Kg/month) comprised almost half (51%) of broken rice (5.71 Kg/month). Total rice consumption was comparatively more in urban households despite a non-significant difference. The Mann-Whitney U-test finds a highly significant difference in the consumption of broken rice for rural and urban households. The test further clarifies that rural consumers consumed more broken rice (6.38 Kg/month) than urban households (5.04 Kg/month). Comparatively, more consumption of whole rice in urban settings and broken rice in rural areas seem in line with their respective higher and lower income levels. As these research findings have important policy implications for ensuring household food security, there is a need to further validate findings for appropriate national-level policy using large country level data sets. Keeping in view the role of rice similar to wheat flour in reducing food insecurity, studies finding the relationships between household income and consumption of rice, including locally called pona, adware, tota, or mix type categories of broken rice, are suggested to deeply understand the consumer preferences for broken rice market in the country.

Adaptation of Digital Payment System among Rural Consumers in Enhancing the Performance of the MFI

Adaptation of Digital Payment System among Rural Consumers in Enhancing the Performance of the MFI

DEMOGRAPHIC AND PSYCHOGRAPHIC STUDY AND DEMAND ANALYSIS OF RURAL CONSUMERS IN POST LIBERALISATION ERA

The economic situation of rural residents has changed since economic liberalization, and they are no longer considered impoverished individuals. Rural residents income has increased significantly during the past few years. The information revolution and rural residents rising educational levels have made them aware of many of the newest product offerings. Cultural disparities with their urban counterparts began to fade in a market that was semi-homogeneous for many durable and non-durable businesses. Reduce and attitude had significantly shifted. Teenagers from rural areas try to act like their metropolitan counterparts. A significant shift in lifestyle has occurred, with a growing number of people becoming self-conscious. Social class lines become less distinct. Rural consumers could now easily get commodities thanks to the extensive distribution network of various businesses, which contributed to the rise of rural consumerism. In summary, the paper covers various psychographic and demographic studies as well as an analysis of rural customers demand throughout the post-liberalization era. KEY WORDS: Demand Analysis, Economic Liberalization, psychographic and demographic studies, Rural Consumer

Economic sustainability and social inclusion in rural electrical grid design

Electricity access and affordability are critical for sustainable development. A significant global population without access to electricity is in the rural communities of developing countries. Rural grid investments are unattractive to investors due to low electricity demand and poverty of rural consumers. This paper assessed the financial capacity of rural dwellers to pay for electricity installation. The results reveal that rural consumers can barely pay for electricity. We propose a paradigm shift and alternative grid design models that recognize the various economic and social status of rural consumers. One suggested model proposes using agricultural production to drive social inclusion and economic sustainability of microgrid investments.

Geographical Indicators as Tools of Economic Development

A geographical indication (GI) defines a product as being from a certain place, when the product’s quality, reputation, or other attributes are largely related to its location. GI is a collective property, not a private one. It can be registered by an organisation representing the interests of a group of people in practically all nations. GIs helps in achieving and boosting rural development, environmental sustainability, consumer awareness and many other aspects. GIs are especially beneficial to agricultural product producers since they allow them to differentiate their products from common commodity items such as rice, coffee and tea, allowing them to get market access. A sturdy GI ecosystem has numerous advantages. It will automatically address the three contentious issues faced by India—poor pay for talent, low female labour force participation and urban migration. On the evolution side, some GIs have resulted in improved and superior uniqueness of rural employment.

Rural Consumers’ Satisfaction towards Payment Banks

Purpose: The study aims to investigate the satisfaction towards rural payment bank users underpins, namely flexibility, security, trust and rewards on the one hand and satisfaction on the other, as well as the mediation effects of service quality. Methodology:The researcher designed a structured questionnaire for collection of primary data on satisfaction towards rural payment bank users in Tamil Nadu. Convenience sampling method was used. A total of 225 rural customers provided the data for the study. Percentage analysis, multiple regression analysis and One-way analysis were used to measure the satisfaction. Findings: There is a significant influence of demographic variables on satisfaction level of rural payment banks user in Tamil Nadu. The rural payment bank users were satisfied with the services provided by the service provider and its saves time and make them comfort in payment from anywhere to any destination at any time. Realistic Inference: The study shows that the rural payment bank users are satisfied towards the services rendered by payment banks and introducer RBI the bankers’ bank in India.

Driving sustainable mobility: a study of electric vehicle adoption in rural India

AbstractThe global push for sustainable and eco-friendly transportation solutions has made the adoption of electric vehicles imperative. In India, EV adoption has shown promise, fueled by diverse product offerings and supportive government policies. However, rural India lags behind in EV adoption, despite being a significant market. To unlock the untapped potential, understanding the needs, attitudes, and barriers of rural consumers is crucial. This research conducts a study of rural Indian consumers and offers valuable design insights for automotive companies to formulate effective future strategies.

A transdisciplinary approach to address the exclusion processes of the food regime for Mexico’s small-scale fishers and farmers

Mexico is one of the few countries that combine fishing and agricultural legacies. Despite the social importance and central role of food production, Mexican public policies have largely abandoned small-scale producers over the last four decades. Moreover, they have been relegated to the status of weakest link in the economic logic of the global food regime. Since Mexico signed the first North American Free Trade Agreement, small-scale fishers and farmers have faced five main problems: dismantling of means of production, erosion of organizational capabilities, disadvantageous commercial logic that limits access to favorable markets, westernization of diets, and frequent periods of food insecurity. This study addresses the following research question, how, in the face of the exclusion processes of the current food regime, the abandonment of public policies and erosion of most of the sectoral organizational capacities in Mexico, can small-scale fishers and farmers, as well as urban and rural consumers improve their productive, commercial and food problems within their living contexts? We introduced a novel transdisciplinary context-specific approach, based on our research experience in fishing and farming communities of the Yucatan Peninsula. Finally, we outline innovation niches that could lead to relocate regional food systems through complementarities between coastal and inland areas.

A Study on the Role of Mobile Advertising in Reaching and Engaging Rural Consumers in India

The rapid use of mobile technology in contemporary India presents marketers with an unprecedented opportunity to engage and build a relationship with rural consumers. More than 60% of Indians reside in rural areas, thus it's critical for companies trying to expand their market share to comprehend the unique demands of mobile advertising in these contexts. This abstract outline the significance of mobile advertising in reaching and interacting with rural consumers in India and highlights the role that it plays as a strategic tool for bridging the gap between urban and rural consumer access and engagement. This study examines the unique characteristics of the rural Indian market, emphasising factors such as a diversity of cultural backgrounds, limited access to traditional media, and shifting socioeconomic conditions. The findings of the study demonstrate the diverse preferences and usage patterns of rural consumers with regard to mobile advertising. Key findings highlight the importance of individualised messaging to build trust, the applicability of content that is relevant for the local and cultural context, and the role that interactive formats have in encouraging participation. These findings are crucial in creating actionable recommendations for marketers trying to maximise the effectiveness of their mobile advertising campaigns targeting rural customers. Keywords: Mobile advertisement, Rural consumers, purchase decision

Rural roads and consumption: empirical evidence from China

ABSTRACT Inconvenient transportation limits the expansion of the rural consumer market, further widening the consumption gap between urban and rural areas in China. To examine the impact of rural road construction on rural consumption, we derive two-sector overlapping generations model and use city-level panel data for rural China from 2010 to 2019 by empirical analysis. The findings show that the construction of rural roads has not only achieved an increase in the level of consumption expenditure of rural residents, but also promoted the transformation and upgrading of the consumption structure in rural areas.

FEATURES OF INNOVATIVE AND INVESTMENT DEVELOPMENT OF ENTERPRISES IN THE AGRICULTURAL SECTOR

The presence of a sufficient number of different forms of ownership and forms of management in the agricultural sector complicates the mechanism of financial investment in enterprises of the appropriate profile. It also affects investment processes in the agricultural sector. Stimulating investments in the agricultural sector has a decisive impact on both agriculture and the development of the economy in general. In the agrarian policy of Ukraine, as in the agrarian policy of developed countries, increasing investment attractiveness is one of the priorities. Of course, economic development is impossible without investments. From this point of view, the question of forming a financing mechanism for the sustainable development of agriculture remains relevant. Currently, investment growth is one of the main conditions for meeting the demand for high technologies, which is determined by the need for intensive development of agriculture. Low investment activity in the past years, the scale of investments in the fixed capital of agriculture do not meet the real needs of renewal and modernization of production. Therefore, the most urgent task for the development of the agricultural industry is the formation of a favorable investment climate and the activation of investment activities of all business entities. This is possible mainly on the basis of increasing investment activity while simultaneously increasing the efficiency of investment, especially innovative, which is very important in the conditions of limited resources necessary for rational financing of the development of agricultural production. Investments increase production productivity, increase the availability of food in the market and help keep prices low, making food more affordable for rural and urban consumers. Also, investments in agriculture reduce the vulnerability of food supplies to shocks, contributing to the stability of consumption. A favorable investment climate helps mobilize capital, skills, technology, and intermediate resources that enable firms to expand, thereby helping to direct resources to more productive uses.