Market Strategy and Its Influence on Sabah Small Farmer’s Economic, Social, and Environmental Sustainability Performance
- DOI
- 10.2991/978-2-494069-61-9_13How to use a DOI?
- Keywords
- Small farmer; Food Crops; Sustainability; Market strategy; Sustainability Performance; Economic; Social; Environmental
- Abstract
There is growing pressure on the insufficiency of food supply and small farmers’ sustainability issues. The unsustainability performance of the small farmer is affecting sustainability agriculture. Therefore, it is an alarm to pay more attention to the sustainability of the small farmers, not just economic sustainability but also social and environmental sustainability. By examining the marketing strategy’s impact on small farmers’ sustainability, 160 small farmers in Sabah who are involved in food crops agriculture have been selected as the respondent in examining the small farmer’s sustainability in Sabah. Understanding the marketing strategy will help with stringent food supply issues and Sabah’s declining agriculture gross domestic product (GDP). This study used a questionnaire and PLS 3.3 software to analyze the data. The results contribute to theoretical and practical implications and allow future researcher to enhance their study knowledge.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Nor Afifah Bt Yusof AU - Sharifah Nurafizah Syed Annuar PY - 2022 DA - 2022/12/26 TI - Market Strategy and Its Influence on Sabah Small Farmer’s Economic, Social, and Environmental Sustainability Performance BT - Proceedings of the International Conference on Communication, Language, Education and Social Sciences (CLESS 2022) PB - Atlantis Press SP - 117 EP - 131 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-61-9_13 DO - 10.2991/978-2-494069-61-9_13 ID - Yusof2022 ER -