Competitive advantage of short food supply chains for organic vegetables in India: A multi-stakeholder, mixed method study of farmers, consumers and intermediaries

Author

Bhoovarahan THIRUMALAI NAMBAKKAM, Singapore Management UniversityFollow

Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

3-2025

Abstract

Competitive advantage of Short Food Supply Chains for organic vegetables in India – a multi-stakeholder, mixed method study of farmers, consumers and intermediaries.

Short food supply chains (SFSC) are characterized by one (or zero) intermediaries (structural proximity), short distance (geographic proximity), trusted relationships (relationship proximity) and alignment of values (values proximity) between consumers and farmers.

This multi-method case study investigates proximity of SFSCs as a driver for increased willingness to pay (WTP) by consumers for organic vegetables in a global south developing country - India. The study analyzed revealed preference (published prices of a conventional chain and SFSCs), stated preference (consumer survey), farmers’ preference of distribution channel (farmer’s survey), and qualitative insights on competitive advantage (SFSC interview).

Results reveal that values proximity is a key competitive advantage for SFSCs in the organic vegetable market. Consumers with a stronger preference for organic vegetables exhibit an even higher WTP for increased values proximity. Values proximity is reinforced through strong relationships beyond transactions, facilitated by direct communication. This premium is equitably shared with farmers, thereby strengthening values proximity with consumers.

Farmers prefer SFSCs as their distribution channel because of the higher price realization. Higher prices allow farmers to uphold alignment with consumer value of environmental sustainability, including organic practices. Farmers also value the flexibility in quantity offered by SFSCs, which allows them to manage surplus or shortfall yields through direct communication with consumers. Results indicate that replicating the SFSC model, with its complementary resources and capabilities, is a viable supply chain strategy for organic vegetables—unlike the scaled, efficiency-driven conventional supply chains.

This study contributes to the literature on competitive advantage in supply chains by examining the influence of consumer value alignment for products with credence attributes, specifically "organic" and "local" vegetables.

Keywords

Short Food Supply Cahin, Organic Vegetables, Competitive advantages, proximity, geographic proximity, structural proximity relational proximity, values proximnity, tie-strength, SFSC, Perishables supply chain, Willingness to pay, WTP, premium, revealed preference, stated preference, replication strategy, mixed method, explanatory-sequential. multi-stakeholder. Global south, India.

Degree Awarded

Doctor of Business Admin

Discipline

Business Administration, Management, and Operations | Operations and Supply Chain Management

Supervisor(s)

DEMEESTER, Lieven Lode E.

First Page

1

Last Page

243

Publisher

Singapore Management University

City or Country

Singapore

Citation

THIRUMALAI NAMBAKKAM, Bhoovarahan. Competitive advantage of short food supply chains for organic vegetables in India: A multi-stakeholder, mixed method study of farmers, consumers and intermediaries. (2025). 1-243.
Available at: https://ink.library.smu.edu.sg/etd_coll/713

Copyright Owner and License

Author

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.