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…(Scopus)The Role of Mobile Technology Adoption in Developing Sustainable Agricultural Marketing Efficiency and Reducing Transaction Costs Among Smallholder Farmers
Hayder M. Ali
Department of Information Technology, College of Science, University of Warith Al-Anbiyaa, Karbala, Iraq.
Sathiyasuntharam V
Department of Computer Science and Engineering, School of Computer Science and Engineering, Sharda University, Greater Noida, Uttar Pradesh, India
Keerthi Samhitha B
Department of Computer Science and Engineering, Koneru Lakshmaiah Education Foundation, Vaddeswaram, 522502, Andhra Pradesh, India.
Firas Tayseer Ayasrah
College of Education, Humanities and Science, Al Ain University, Al Ain, P. O. Box: 112612 Abu Dhabi, UAE.
Aseel Smerat
Faculty of Educational Sciences, Al-Ahliyya Amman University, Amman, 19328, Jordan;Department of Biosciences, Saveetha School of Engineering, Saveetha Institute of Medical and Technical Sciences, Chennai, 602105, Tamil Nadu, India.
Subhashree Balasubramanian
Department of Information Technology, V.S.B. College of Engineering Technical Campus, Coimbatore, 642109, Tamil Nadu, India.
Asqar Absamatov
Department of Finance and Tourism, Termez University of Economics and Service, Termez, Uzbekistan.
Sudhakar Sengan
PSN College of Engineering and Technology, Tirunelveli – 627152, Tamil Nadu
DOI: https://doi.org/10.36956/rwae.v7i2.2735
Received: 14 September 2025; Published: 29 April 2026
Copyright © 2026 Hayder M. Ali, Sathiyasuntharam V, Keerthi Samhitha B, Firas Tayseer Ayasrah, Aseel Smerat, Subhashree Balasubramanian, Asqar Absamatov, Sudhakar Sengan. Published by Nan Yang Academy of Sciences Pte. Ltd..
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Abstract
The main objective of the present study is to investigate how smallholder farmers (SF) in Thanjavur, Tamil Nadu, India, are using mobile technology to develop sustainable access to markets for agricultural products and reduce transaction costs. This research employs a mixed-methods approach (MMA) to examine the effects of mobile payment systems, diverse technologies, and mobile devices on TC, MA, and LoI. A total of 273 farmers were surveyed, of whom 137 were initial adopters and 136 did not participate at any time. A subset of 27 farmers and vital stakeholder groups was then subjected to a complete evaluation. The experimental results of this investigation validate that MTA significantly minimises TC for SF, particularly search costs (SC) (by 35.85%) and negotiation costs (NC) (by 31.00%). The results showed a significant 83.97% increase in LoI and a 43.21% increase in MA among farmers who implemented MTA, compared with those who did not. The experimental results presented here show that MTA can improve MA and LoI in rural agricultural backgrounds, predominantly when challenged by environmental changes. This research study highlights problems with MTA, including limited setup and electronic data issues, but also validates that MTA supports livestock farmers in NC and MA by enabling real-time data collection for SA.
Keywords: Sustainable Agricultural Marketing; Smallholder Farmers; Mobile Technology Adoption; Mixed‑Methods Approach; Short Message Service; Digital Literacy