Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis
ABSTRACTProduct bundling is receiving increasing attention in sustainable agricultural development as a means to ensure access to and enhance the uptake of, agricultural technologies by smallholders. Yet, the how and why of bundling for smallholders are not well-understood. The current paper, theref...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
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| Series: | International Journal of Agricultural Sustainability |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/14735903.2024.2322193 |
| _version_ | 1797285024879345664 |
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| author | Tamiru Amanu Abetu Paul T.M. Ingenbleek K.E. Giller Ivo A. van der Lans Endalkachew Wolde-Meskel |
| author_facet | Tamiru Amanu Abetu Paul T.M. Ingenbleek K.E. Giller Ivo A. van der Lans Endalkachew Wolde-Meskel |
| author_sort | Tamiru Amanu Abetu |
| collection | DOAJ |
| description | ABSTRACTProduct bundling is receiving increasing attention in sustainable agricultural development as a means to ensure access to and enhance the uptake of, agricultural technologies by smallholders. Yet, the how and why of bundling for smallholders are not well-understood. The current paper, therefore, brings bundling theory from the marketing literature to the smallholder context. We use a conjoint experiment, a proven marketing technique for designing new products, services and bundles, to design agricultural input and service bundles for soybean-producing smallholders in rural Ethiopia. The empirical findings from 252 smallholders suggest that product bundling enhances smallholders’ preferences and hence intentions to adopt technologies but that bundles must be designed carefully following a smallholder-centric approach. Drawing on our findings and the literature, we delineate the different steps that need to be taken to develop bundles for the successful uptake of new technologies by smallholders. |
| first_indexed | 2024-03-07T17:57:11Z |
| format | Article |
| id | doaj.art-df40d2dbd6ab4ac39b959d7117c7b43d |
| institution | Directory Open Access Journal |
| issn | 1473-5903 1747-762X |
| language | English |
| last_indexed | 2024-03-07T17:57:11Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | International Journal of Agricultural Sustainability |
| spelling | doaj.art-df40d2dbd6ab4ac39b959d7117c7b43d2024-03-02T12:00:24ZengTaylor & Francis GroupInternational Journal of Agricultural Sustainability1473-59031747-762X2024-12-0122110.1080/14735903.2024.2322193Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysisTamiru Amanu Abetu0Paul T.M. Ingenbleek1K.E. Giller2Ivo A. van der Lans3Endalkachew Wolde-Meskel4Marketing and Consumer Behaviour Group, Wageningen University Wageningen, NetherlandsMarketing and Consumer Behaviour Group, Wageningen University Wageningen, NetherlandsPlant Production Systems, Wageningen University Wageningen, NetherlandsMarketing and Consumer Behaviour Group, Wageningen University Wageningen, NetherlandsWorld Agroforestry (ICRAF), Addis Ababa, EthiopiaABSTRACTProduct bundling is receiving increasing attention in sustainable agricultural development as a means to ensure access to and enhance the uptake of, agricultural technologies by smallholders. Yet, the how and why of bundling for smallholders are not well-understood. The current paper, therefore, brings bundling theory from the marketing literature to the smallholder context. We use a conjoint experiment, a proven marketing technique for designing new products, services and bundles, to design agricultural input and service bundles for soybean-producing smallholders in rural Ethiopia. The empirical findings from 252 smallholders suggest that product bundling enhances smallholders’ preferences and hence intentions to adopt technologies but that bundles must be designed carefully following a smallholder-centric approach. Drawing on our findings and the literature, we delineate the different steps that need to be taken to develop bundles for the successful uptake of new technologies by smallholders.https://www.tandfonline.com/doi/10.1080/14735903.2024.2322193Sustainable agriculturesmallholder-centricconjoint analysispreferenceadoptionbundling |
| spellingShingle | Tamiru Amanu Abetu Paul T.M. Ingenbleek K.E. Giller Ivo A. van der Lans Endalkachew Wolde-Meskel Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis International Journal of Agricultural Sustainability Sustainable agriculture smallholder-centric conjoint analysis preference adoption bundling |
| title | Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis |
| title_full | Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis |
| title_fullStr | Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis |
| title_full_unstemmed | Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis |
| title_short | Bundling of inputs and services for sustainable smallholder agriculture: the concepts, theoretical arguments and bundle designs using conjoint analysis |
| title_sort | bundling of inputs and services for sustainable smallholder agriculture the concepts theoretical arguments and bundle designs using conjoint analysis |
| topic | Sustainable agriculture smallholder-centric conjoint analysis preference adoption bundling |
| url | https://www.tandfonline.com/doi/10.1080/14735903.2024.2322193 |
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