Proceedings of the International Conference on Communication, Language, Education and Social Sciences (CLESS 2022)

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Market Strategy and Its Influence on Sabah Small Farmer’s Economic, Social, and Environmental Sustainability Performance

Authors
Nor Afifah Bt Yusof1, *, Sharifah Nurafizah Syed Annuar1
1Faculty of Business and Management, Universiti Teknologi MARA Sabah Branch, Kota Kinabalu Campus, Kota Kinabalu, Malaysia
*Corresponding author. Email: afifahyusof89@gmail.com
Corresponding Author
Nor Afifah Bt Yusof
Available Online 26 December 2022.
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.

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Volume Title
Proceedings of the International Conference on Communication, Language, Education and Social Sciences (CLESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
26 December 2022
ISBN
10.2991/978-2-494069-61-9_13
ISSN
2352-5398
DOI
10.2991/978-2-494069-61-9_13How to use a DOI?
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

risenwbib
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  -