The main objective of this paper is to explore the business model of farmers involved in organic farming and to motivate the society for entering into organic farming business as it is environment friendly and healthy for consumers as well. The methodology used for this research was mainly interviews conducted by farmers of Punjab district of Pakistan. YouTube videos on organic farming in Pakistan were also assessed for gaining more knowledge. From the findings of interviews, a business model used by 05 farmers in production of organic products is explored which was an untapped area in previous research. The contribution of this research is that components of business model canvas used by farmers are explored, and regulatory bodies of the agriculture sector can design policies for the development of organic agriculture in Pakistan. The novelty of this research is that a business model of companies which are producing organic products is studied, however, a business model of organic farming still needs to be explored which is currently attempted. Farmers think that organic farming is a very lengthy and time-consuming process, but they are not aware of the fact that this is the healthiest, environmentally friendly and profitable business. So, this research has covered such aspects which can motivate farmers and even entrepreneurs to enter into organic farming sustainable business to create better income earning opportunities.
organic farming, business model, semi-structured interviews, netnography, Pakistan
The authors would like to acknowledge the respondents for providing their valuable time and cooperation during interview sessions. Without their willing participation and interest in the topic, this research would not have been possible.
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Recommended APA Citation
Raja, S. S., Raju, V., & Malik, F. (2021). Exploring a Business Model of Organic Farming through Qualitative Approach. The Qualitative Report, 26(8), 2648-2667. https://doi.org/10.46743/2160-3715/2021.4875