International Journal of Agriculture Extension and Social Development

author(s)
Dr. Miriam Atieno Okoth, Prof. Daniel Kiprotich Cheruiyot and Dr. Aisha Njeri Mwangi

abstract
Digital channels are reshaping the food quality experience (FQE) by lowering search and coordination costs, enabling provenance disclosure, and facilitating direct farmer-consumer interactions through social commerce, e-commerce, and interoperable traceability systems. This mixed-methods study conducted in Indian districts (farmers, n=420; consumers, n=310; key-informant interviews, n=15) examines how multi-channel digital strategies and transparency tools influence perceived quality (freshness, safety, authenticity), engagement, trust, and repeat purchase. Quantitative analyses tested a pathway—adoption ? engagement ? trust ? outcomes—while qualitative data explained contextual mechanisms, frictions, and design preferences. Adoption was heterogeneous: smallholders used e-commerce and traceability less often than medium/large farmers; younger consumers placed greater weight on traceability and certifications than on brand reputation. Regression models indicated that traceability adoption (?=0.48, p<0.001), digital literacy (?=0.42, p=0.001), and internet quality (?=0.35, p=0.004) positively predicted perceived quality and behavioural outcomes, whereas platform fees reduced value capture (?=-0.21, p=0.032). Farmers implementing integrated, experience-oriented strategies reported higher revenue growth and repeat-purchase rates than single-channel adopters. Interviews highlighted that credible provenance cues (QR-based ledgers, third-party certification) and responsive service design (omnichannel support, transparent pricing, timely fulfilment) are central to strengthening trust and sustaining FQE. The findings suggest three priorities: invest in farmer digital literacy, reduce intermediation costs through fair platform governance, and scale affordable, privacy-preserving traceability that interoperates across marketplaces. Limitations include the single-country, cross-sectional design; future work should use longitudinal, multi-country cohorts to test causal pathways and evaluate heterogeneity by gender and cohort. Overall, the study shows that well-designed digital infrastructures can measurably enhance the food quality experience while improving farmer value capture and consumer welfare.