Usage of digital communications tools within organic farming industry in Latvia
2021
Vasiliev, D., Turiba University, Riga (Latvia)
Organic farming plays a significant role in sustainable development of the EU and has a significant positive contribution to economy and environment of the region. Latvia is among leading countries of the EU with a substantial land area under organic farming. Globalization and local competitive rivalry make it increasingly hard for smallholder farmers to succeed. Digital marketing tools and e-commerce provide significant opportunities for building a sustainable competitive advantage. Usage of such tools is particularly promising for organic farming industry in Latvia, given high level of internet penetration in the country. However, it is important to understand to what extent organic farmers and professional organizations within the industry take advantage of the digital communications tools. In the present study the author examines usage of e-commerce and digital marketing tools among Latvian organic farmers and non-governmental organizations (NGOs) operating within the sector by comparing the situation with the usage of online tools in Western European countries and the US. Findings of the present study suggest that there is a scope for increasing effectiveness of e-commerce and digital marketing among organic farmers and NGOs. Increasing uptake of digital strategies among Latvian organic farmers and professional NGOs is likely to create a sustainable competitive advantage of the industry, not only at a local market, but also in the international context. This would have positive impacts on national economy and natural environment, as well as the health of the citizens. It is, therefore, recommended to promote usage of the digital tools within the industry by implementation of educational programmes at a national scale.
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