article · Journal of Agribusiness in Developing and Emerging Economies
This research examines agricultural marketing innovation practices, the factors affecting their adoption, and strategies to increase profitability in the peri-urban areas of Bamenda, Mezam Division, Cameroon. Using a survey of 136 respondents selected via stratified random sampling, structured questionnaires were analysed using descriptive statistics, binomial logistic regression, and ordered logit regression models. The analysis reveals that age and perceived risk significantly influence whether stakeholders adopt marketing innovations, while profitability acts as a major positive driver. Proposed strategies to mitigate farmer and trader concerns include capacity building, developing market linkages, and actively demonstrating financial viability to encourage uptake. Ultimately, addressing local infrastructure deficits, fostering collaboration, and creating supportive ecosystems are identified as critical measures for strengthening agricultural marketing innovations and improving local food chains in subsistence marketplaces.
In subsistence and peri-urban agricultural economies, smallholder farmers and market actors often face barriers when attempting to modernise their sales practices. Understanding what drives or restricts innovation adoption helps policymakers and development organisations design targeted capacity-building programmes, lower perceived risks, and improve rural infrastructure, directly contributing to more resilient food supply chains and enhanced local livelihoods.
The findings are relevant to agricultural development organisations, agribusiness support services, and policy planners seeking to introduce market-linking innovations to peri-urban farmers. While the study identifies operational mechanisms like training and commercial linkages to de-risk adoption, it remains empirical field research rather than a commercial product, indicating that any derived initiatives are at an applied planning and policy-design stage.
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Purpose This study sought to analyze current agricultural marketing innovation practices, examine determinants of adoption, identify challenges faced by stakeholders, and detect enhanced strategies for improved profitability. Design/methodology/approach The study utilized a survey research design. It was conducted in the peri-urban areas of Bamenda with a sample size of 136 respondents, selected through stratified random sampling to ensure representativeness. Data collection involved structured questionnaires, and analysis was carried out using descriptive statistics, binomial logistic regression, and ordered logit regression models. Findings As uncovered, age (Coef. −2.542, p-value 0.003) and perceived risk (Coef. 2.24, p-value <0.001) are critical factors influencing the adoption of agricultural marketing innovations in the peri-urban areas of Bamenda, Mezam Division, Cameroon. Additionally, profitability (Coef. 0.806, p-value 0.017) serves as a significant driver of adoption, highlighting the importance of economic incentives. Strategies aimed at addressing the concerns of actors such as reducing perceived risk may be through capacity building (mean score 3.34), market linkages (mean score 3.40), and demonstrating that the profitability of innovations could contribute to higher adoption rates. Research limitations/implications The key limitation of this study is in terms of its geographical scope which poses a challenge of global generalization. However, the implications of the findings suggest that addressing infrastructure gaps, fostering collaboration, and promoting supportive ecosystems are crucial for improving agricultural marketing innovations in subsistence marketplaces. Originality/value This study provides a basis and makes recommendations to inform policy actions on agricultural marketing for better food chains in peri-urban settings.
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DOI: 10.1108/jadee-09-2024-0287
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