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The impact of e-commerce on agro-food marketing: The case of agricultural cooperatives, firms and consumers in Crete
- Baourakis, G., Kourgiantakis, M., Migdalas, A.
- British food journal 2002 v.104 no.8-9 pp. 580-590
- Internet, cooperatives, e-commerce, managers, marketing, new technology, organic foods, surveys, Crete
- This paper is concerned with the impact of e-commerce on agro-food marketing. First, a theoretical framework is specified for the Internet as a marketing tool with emphasis on the agro-food and organic food sections. Subsequently we present the results of a survey that was conducted in order to investigate how Cretan agricultural cooperatives use or tend to use the business methodology of e-commerce. Consumers and managers of cooperatives in Crete reveal their expectations from the new technology. From this survey valuable information is gained about the practical relations between e-commerce and the agro-food market on the island, and divergence from the theoretical framework is noticed.