O e-commerce como instrumento de comercialização para os produtos da agricultura familiar brasileira: o caso do Programa Rede Brasil Rural

Abstract

The aim of this study is to analyze the adoption of e-commerce as a marketing tool of the Brazilian family farming. The research was conducted with 94 organizations in this sector, in the period of February to March of 2015. For data collection, questionnaires and interviews were used and the statistical analyzes were performed using the models Probit and Ordered Probit. Firstly were identified the main characteristics of the organizations and supply chain functions that impact the use of the internet and the adoption of e-commerce for those organizations. Then were analyzed the main external and internal barriers and the main supporting factors influencing the process of adoption of the ecommerce by the sector. The last part of the study analyzes the Brazil Rural Network Program as a tool to facilitate the marketing process of family farming. It was concluded that the size and global scope of the organization are the two main organizational characteristics that affects the process of Internet use and adoption of e-commerce. As the supply chain functions only the finance function was considered influential in this process. The main external barriers to adoption of e-commerce are related to confidence and security in the perform of the transactions. As internal barriers, those related to human capital were considered the biggest obstacles to e-commerce adoption process. The main supporting factors described by these organizations were the ease of information, the largest product choice and easier to make comparisons over the internet. When the Brazil Rural Network Program was analyzed it was concluded that organizations agree that the program could become an important marketing tool for the Brazilian family farming. However, important adjustments need to be realized so the program stands out as a major electronic marketing tool for family farms.