Validity and Effectiveness of Online Platform Connecting Farms to Customers: A Case Study of Punjab, Pakistan

The research investigated the impact of online farm-to-consumer platform on various aspects of agricultural efficiency and consumer behavior in Pakistan. Data were collected using a pretested questionnaire to ensure reliability and validity, and structured interviews conducted in Urdu captured detailed information on experiences and perceptions regarding the online platforms. Furthermore, data analysis was performed using the Statistical Package for Social Sciences (SPSS), employing descriptive statistics to summarize sample characteristics and inferential statistics. Key findings revealed that most of the respondents lived in rural areas, with about 44.8% in urban settings, and the majority were married and in joint or extended families of up to eight members. Around 66% of farmers sold fruits online, with farm sizes averaging 23 acres. Almost 81% earned less than Rs 60,000 per month from various sources, and about half owned and rented land. Respondents perceived the platform as valid and effective, with high mean scores of 3.55 and 3.54 respectively, and disagreed with the statement that the platform had usage problems. Furthermore, fruit farming was more prevalent than vegetable farming, with 66% selling fruits and 34% vegetables. User satisfaction was high, with 51% rating product quality as very good. It was suggested that awareness campaigns be conducted to educate both farmers and consumers on the benefits and effective use of online platforms. The government was urged to establish regulations to prevent fraud in online transactions and to support the development of infrastructure necessary for maintaining the quality of fresh produce during transportation. Educational programs focusing on digital literacy and online marketing strategies were recommended to help farmers adapt to new technologies. Furthermore, it was advised that continuous monitoring and regular updates of the platform be conducted to address technical issues and enhance user experience.