Impact of Digital Marketing and E-Commerce Adoption on Farmers’ Acceptability of Digital Purchase: A Quantitative Study of the Indian Fertilizer Market

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Anurag Khare

Digital Marketing, E-Commerce Adoption, Farmers’ Purchase Behaviour, Fertilizer Industry, India

Student Name – Anurag Khare IIBMS :: October 2025 Batch of Doctorate Program in Management Studies Research paper draft - Title - “Impact of Digital Marketing and E-Commerce Adoption on Farmers’ Acceptability of Digital Purchase: A Quantitative Study of the Indian Fertilizer Market” ABSTRACT The Indian fertilizer industry is witnessing a gradual but significant shift in farmers’ purchase behaviour due to increasing digital penetration and evolving commerce channels. Historically, fertilizers have been sold through distributor-led models, but the growth of digital platforms and e-commerce promises enhanced reach and efficiency. Despite this potential, empirical research on farmers’ acceptability of digital purchase for fertilizer products in the Indian context remains limited. This study aims to quantitatively examine how digital marketing intensity, e-commerce adoption, and digital engagement influence farmers’ acceptance of online fertilizer purchases. The research adopts a positivist research design and proposes to collect structured survey data from a representative sample of farmers, particularly those engaged in procurement of fertilizers and agri-inputs across different states in India. The key variables include digital awareness, perceived ease of purchase, trust in digital platforms, perceived utility, and purchase intention. The dependent variable is farmers’ acceptability of digital purchase behaviour. Statistical techniques such as exploratory factor analysis, multiple regression, and Structural Equation Modeling (SEM) will be used to test the hypothesized relationships. The proposed model will help quantify the impact of digital marketing and e-commerce features on farmers’ willingness to adopt digital buying channels for fertilizers. The findings are expected to generate statistically validated insights into digital adoption patterns among farmers, contributing to academic literature on digital acceptance in agri-inputs and providing practical direction for fertilizer companies seeking to enhance digital sales. The results will also help policymakers and industry practitioners design targeted interventions to improve digital literacy and adoption in rural markets. Keywords Digital Marketing, E-Commerce Adoption, Farmers’ Purchase Behaviour, Fertilizer Industry, India Introduction The Indian fertilizer market is valued at over USD 45 billion and is projected to grow steadily due to rising food demand and agricultural intensification. Despite increasing smartphone penetration, fertilizer purchases remain largely offline. Digital platforms offer an opportunity to transform farmer engagement and purchase behaviour. The fertilizer sector in India is a critical component of the agricultural value chain, supporting crop nutrition and agricultural productivity. As of 2025, the Indian fertilizer market was valued at around INR 1,021 billion, driven by rising food demand, supportive government policies, and advances in agricultural practices. Projections indicate continued steady growth in the industry over the next decade. Despite this size and importance, fertilizer distribution has largely remained dealer and field sales centric, with limited direct digital interaction between farmers and manufacturers. Government initiatives such as the Digital Agriculture Mission and soil health card programs are paving the way for digital integration in agricultural practices, including nutrient management and input procurement. In parallel, the digital ecosystem in Indian agriculture is evolving. Earlier research shows that internet and mobile-based agriculture extension services significantly influence knowledge adoption among farmers, with technology familiarity and perceived economic benefit serving as predictors of adoption behaviour. Moreover, academic studies such as “Adoption of E-commerce Practices among Indian Farmers” demonstrate that e-commerce has been steadily progressing as a channel among farming communities, driven by increasing availability of digital devices and connectivity. However, despite these macro-trends, quantitative evidence on farmers’ acceptability of digital fertilizer purchases — particularly purchase intent and behavioural adoption — is limited. Most current knowledge focuses either on digital advisory tools or on broader agri-digital adoption patterns, but not on direct purchase behaviour relating to digital channels and e-commerce platforms. This research therefore seeks to fill this empirical gap by quantifying the influence of digital marketing and e-commerce adoption on farmers’ acceptability of digital purchase for fertilizer products, thereby providing evidence on whether farmers are willing and ready to buy fertilizers online. Literature Review Synopsis Prior studies indicate that digital tools improve market access and farmer engagement. Research also shows that education and smartphone access significantly influence digital adoption among farmers, supporting the relevance of digital marketing in agri-input sectors. Prior research highlights that digital technologies such as mobile apps, e-commerce, and digital marketing can enhance agricultural market access, strengthen supply chain linkages, and empower farmers with product information and price transparency. For example, multiple agri-tech platforms have demonstrated increased adoption of digital tools for agronomic advice and crop marketing across regions, indicating that digital platforms can influence farmers’ choices. Studies on e-commerce adoption in agriculture show that farmers who use digital platforms experience benefits such as broader market reach, reduced reliance on intermediaries, and time savings. Research from Trichy District, India, indicates that e-commerce practices have steadily increased among farmers, suggesting an openness toward digital purchase mechanisms. Academic work on digital marketing in agriculture also suggests that digital exposure, social media usage, and online interaction can improve farmers’ engagement with market information, potentially influencing their buying decisions. In addition, studies in broader agricultural marketing contexts show that digital platforms can shift consumer behaviour by lowering transaction costs and improving access to product information, which may translate into higher online purchase intention. Yet, most existing literature focuses on technology usage and digital advisory adoption, rather than direct online purchasing behaviour for agri-inputs like fertilizers. This research extends the literature by quantitatively examining how digital marketing and e-commerce adoption affect farmers’ digital purchase behaviour. Conclusion The study is expected to provide empirical evidence on farmers’ digital purchase acceptability, helping fertilizer companies design data-driven digital marketing and e-commerce strategies. By leveraging structured survey data and advanced statistical techniques, the research will generate empirical evidence on how digital marketing and e-commerce adoption influence fertilizer buying behaviour among farmers. The findings are expected to offer measurable insights for fertilizer manufacturers, agritech platforms, and policy practitioners on which digital channels and engagement strategies are most effective in driving online purchase adoption. The results will also help refine digital marketing investments, optimize e-commerce platform features, and shape farmer education strategies to improve digital acceptance. Furthermore, the study will contribute to academic literature by bridging the gap in understanding digital purchase behaviour in agri-input markets, providing a validated model that can be tested across emerging markets. References https://www.ijfans.org/issue-content/digital-marketing-practices-for-agriculture-products-in-india-3565?utm_source=chatgpt.com - DIGITAL MARKETING PRACTICES FOR AGRICULTURE PRODUCTS: IN INDIA by Mrs. P.Komala,Dr. A.V.N.Murty https://www.mdpi.com/2077-0472/15/14/1483?utm_source=chatgpt.com https://www.gmuniversity.ac.in/images/documents/docs_1764938588.pdf#page=17

Published Paper   E-Certificate

Anurag Khare (May-2026). Impact of Digital Marketing and E-Commerce Adoption on Farmers’ Acceptability of Digital Purchase: A Quantitative Study of the Indian Fertilizer Market. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(5), e498-e500. https://ijnrd.org/papers/IJNRD2605466.pdf

Volume 11 Issue 5, May-2026

Pages : e498-e500

Paper Reg. ID: IJNRD_325159

Published Paper Id: IJNRD2605466

Research Area: Management All

Author Type: Indian Author

Country: Pune, Maharashtra , India

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