Farmers’ Profitability through Online Sales of Organic Vegetables and Fruits during the COVID-19 Pandemic—An Empirical Study

The purpose of this research is to empirically identify the association of the IT literacy of farmers and their profitability through online sales of fresh organic fruits and vegetables during the COVID-19 pandemic. The methodology used in the research is quantitative in nature. A closed-end questionnaire has been used as a survey tool to collect data from Indian farmers. The farmers’ IT literacy and attitudes towards organic farming are independent variables, and the frequency of sales of products through online stores and farmers’ profitability are the dependent variables. The researcher has attempted to study how the outbreak of COVID-19 has moderated the relationship between the independent and dependent variables. The sample size is 271 farmers who sell their products through online stores. The findings reveal that the farmers’ attitude towards organic farming and their IT literacy correlate with the profitability of online sales. Further, the outbreak of the COVID-19 pandemic has moderated the relationship between both the dependent and independent variables. This research will help the government in formulating policies for facilitating farmers to sell their produce through online modes. The study could be further extended by collecting data from farmers from different Asian countries and comparing the results with those of the present research findings.