Enhancing Farmer-Consumer Linkages Through Technology Adoption and Sustainable Marketing in Zimbabwe's Agricultural Sector

This quantitative study explores the relationships between precision agriculture, vertical farming, and bio-genetic technologies among 402 smallholder farmers in Zimbabwe. Results highlight the positive impact of these technologies on sustainable farming practices and marketing, with sustainable practices playing a mediating role. The integrated approach emphasizes the importance of combining high-tech solutions with agroecological practices to realize full benefits and meet emerging consumer demands for responsible produce. Recommendations are provided for policy interventions to promote synergistic development, ultimately enhancing productivity, sustainability, and market access for smallholder farmers in Zimbabwe.