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Farmer–trader relationships in the context of developing countries: a dyadic analysis to understand variations in trust perceptions

Godfrey Moses Owot (Department of Statistics and Economics, Faculty of Business and Development Studies, Gulu University, Gulu, Uganda)
Kenneth Olido (Department of Marketing and Entrepreneurship, Faculty of Business and Development Studies, Gulu University, Gulu, Uganda)
Daniel Micheal Okello (Department of Rural Development and Agribusiness, Faculty of Agriculture and Environment, Gulu University, Gulu, Uganda)
Walter Odongo (Department of Rural Development and Agribusiness, Faculty of Agriculture and Environment, Gulu University, Gulu, Uganda)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 28 March 2022

Issue publication date: 7 July 2023

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Abstract

Purpose

The purpose of this study is to analyze trust perceptions between farmers and traders from a dyadic context in developing countries using mixed-method with a specific focus on fresh and dry commodities under contracted and non-contracted markets.

Design/methodology/approach

A mixed approach was employed. Cross-sectional data were collected from 202 farmers and 188 traders using questionnaires and an interview guide. The Mann–Whitney test was used to assess differences in trust perception. Differences in the excerpts were assessed through content analysis.

Findings

Results show differences in perception of trust between farmers and traders on integrity, benevolence and competence in marketing fresh and dry commodities. No detectable differences in trust perception between contract and non-contract markets were observed.

Research limitations/implications

Data are limited to Northern Uganda and were collected on trust perception. Besides, there is a scarcity of formal contracts and difficulty in having a matched dyad which could affect generalization.

Originality/value

This is the first study to analyze differences in trust perceptions using a mixed approach in a dyadic context between fresh and dry chains in different markets typologies in developing countries.

Keywords

Acknowledgements

Funding/Acknowledgements: This work was supported by Danida Funded Project -Building Stronger Universities Phase III–Gulu University- BSU3 (Grant Number: 2021 BSU3-GU).

Declaration of no conflict of Interest: The authors have no potential conflict of interest to report.

Citation

Owot, G.M., Olido, K., Okello, D.M. and Odongo, W. (2023), "Farmer–trader relationships in the context of developing countries: a dyadic analysis to understand variations in trust perceptions", Journal of Agribusiness in Developing and Emerging Economies, Vol. 13 No. 4, pp. 613-630. https://doi.org/10.1108/JADEE-11-2021-0303

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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