E-COMMERCE NO AGRONEGÓCIO: ANÁLISE DO COMPORTAMENTO DE PRODUTORES RURAIS NA COMPRA DE INSUMOS AGRÍCOLAS

Abstract

This study analyzes the adoption of e-commerce in the purchase of agricultural inputs based on the behavior of rural producers in the region of Itapetininga, São Paulo, Brazil. The research adopts a quantitative, descriptive approach, based on primary field data collected through a structured questionnaire applied to 89 producers. The results indicate that, although there is widespread access to and use of digital technologies, especially for information search and communication, the use of e-commerce as a purchasing channel remains limited. A gap is observed between the use of digital tools and the completion of transactions, mainly associated with perceived risk and the importance of technical consulting. Factors such as trust, relationships with suppliers, and the presence of technical consultants play a decisive role in the purchasing process, reinforcing the predominance of traditional channels. It is concluded that, in the analyzed context, digital channels act primarily as informational support and are adopted in a complementary manner to physical retail channels.