Effect of Farm-to-Table Online Stores on Farm Management Performance

Fuzzy-Set Qualitative Comparative Analysis

Abstract

This study explored the impact of a farm-to-table online store on farm management business performance. We adopted fuzzy-set qualitative comparative analysis (fsQCA) to assess the types of farm management actions that lead to higher profit margins for food and agricultural products listed on “T,” a major farm-to-table online store in 2023. The findings indicate the following. First, platform･price competitiveness･communication with consumers; second, price competitiveness･sales promotion support･communication with consumers; third, ~ platform･price competitiveness･~ sales promotion support･~ communication with consumers; fourth, ~ platform･~ price competitiveness･~ sales promotion support･ communication with consumers. The study results suggest that farm management can achieve higher profit margins for food and agricultural products by prioritizing a combination of price competitiveness or communication with consumers, among other utilization factors, when implementing farm-to-table online stores. Regarding farm management, we also found that the farm-to-table online store examined in this study did not prioritize sales in its promotion support system.