Queensland Horticulture Farmers’ Willingness to Participate in Export-Focused Contract-Based Supply Chain Coordination

This study aims to investigate Queensland horticulture farmers’ willingness to participate in export-focused contract-based marketing agreements with downstream buyers as a form of closer vertical coordination. More specifically, this study aims to identify attributes of formal agreements that would encourage farmers’ participation, as well as enterprise and farmer characteristics which may explain their decision to seek closer vertical coordination with their product’s supply chain. This study utilises a discrete choice experiment embedded within an online survey to understand farmers’ perceptions of export-focused contract-based supply chain coordination.