Central Queensland University, School of Business and Law, Norman Gardens, Queensland, Australia.
Central Queensland University, School of Health, Medical and Applied Sciences Institute for Future Farming Systems, Norman Gardens, Queensland, Australia.
PLoS One. 2023 May 11;18(5):e0285604. doi: 10.1371/journal.pone.0285604. eCollection 2023.
Product export provides an option for horticulture producers in Queensland (Australia) to diversify their market and increase returns from production. Vertical supply chain coordination in the form of contract-based marketing agreements between producers and export agents/distributors could facilitate increased export. The aim of this study was to investigate the willingness of horticulture producers to participate in export focused contract-based marketing agreements. To achieve this aim, a survey including a discrete choice experiment was conducted. The results from a mixed logit model and a latent class model suggest that there are three clusters of producers: a) the export interested, b) the likely risk averse, and c) those well established in the domestic markets. Only producers in group a) expressed a preference for contract-based export marketing agreements. These producers appear to be younger, already have some export experience, and have a relatively high level of collaboration in their product supply chains. Producers in groups b) and c) expressed an interest in stronger coordination within the domestic retail sector, potentially in the form of contract farming. Prices of produce and potential higher production costs are determinants identified by all producer groups as important for their decision-making about changes to their supply chain.
产品出口为澳大利亚昆士兰州的园艺生产者提供了一个多元化市场和增加生产回报的选择。生产者和出口代理商/分销商之间基于合同的营销协议形式的垂直供应链协调可以促进出口的增加。本研究的目的是调查园艺生产者参与以出口为重点的基于合同的营销协议的意愿。为了实现这一目标，进行了一项包括离散选择实验在内的调查。混合对数模型和潜在类别模型的结果表明，生产者存在三类：a）有出口意向，b）可能规避风险，c）在国内市场建立良好的基础。只有 a 组的生产者表示对基于合同的出口营销协议有偏好。这些生产者似乎更年轻，已经有一些出口经验，并且在产品供应链中有相对较高的合作水平。b 组和 c 组的生产者表示有兴趣在国内零售部门加强协调，可能是以合同农业的形式。所有生产者群体都认为产品价格和潜在的更高生产成本是其供应链变化决策的重要决定因素。
