2025, Vol. 6, Issue 1, Part N
A comprehensive literature review on fresh fruits and vegetables marketing with reference to mobile app adoption
Author(s): Sumathi C and K Mala
Abstract: This research critically analyzes and synthesizes past decade (2012-2025) research articles on the marketing of fresh produce, with a specific emphasis on the utilization of mobile apps in the urban retailing context of India, particularly Bengaluru. The objective is to analyze the development of academic research in this field and determine major trends and challenges that shape the evolving digital landscape of agri-retail. Articles were found via systematic searches across reputable academic databases, including the Google Scholar, Dimensions database and ProQuest, ensuring a diverse and representative range of peer-reviewed studies, industry reports, and relevant publications. The review does not limit itself to journal ranks alone but takes into account a wide range of topics, research methods, and perspectives. India's position as the world's second-largest producer of fruits and vegetables, and inefficiencies in traditional marketing channels, highlight the need for innovative solutions such as mobile-based retailing. The chosen literature was analyzed with the aid of thematic analysis, and six fundamental themes emerged: (1) Service Quality and Consumer Behavior in Fresh Produce E-Commerce, (2) Technological Innovations in Produce Handling, Delivery, and Consumption, (3) Sustainability, Waste Reduction, and Circular Economy in Produce Distribution, (4) Consumer Engagement and Green Profiling via Digital Platforms, (5) ICT Integration and Digital Inclusion in the Agri-Produce Chain and (6) Digital Retail Transitions and E-Commerce Adaptation During Disruptions. These topics display the progress and weaknesses in past studies and present a comprehensive insight into how the sale of fresh produce is transformed by mobile apps. This review offers crucial insights for researchers, policymakers, and professionals in the agricultural business by highlighting the factors influencing mobile adoption and the strategic adjustments that must be made to increase market access and efficiency. It contributes to the growing literature on digital agri-retail in India and provides a basis for future empirical and policy-oriented studies.
DOI: 10.22271/27084515.2025.v6.i1n.581
Pages: 1230-1236 | Views: 103 | Downloads: 42
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How to cite this article:
Sumathi C, K Mala. A comprehensive literature review on fresh fruits and vegetables marketing with reference to mobile app adoption. Asian J Manage Commerce 2025;6(1):1230-1236. DOI: 10.22271/27084515.2025.v6.i1n.581
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