Women in agricultural marketing: A systematic review of motivations,opportunities,and challenges

The motivations for women's involvement in agricultural marketing stem from the need to support their families and improve their livelihoods. Addressing these challenges through policy reforms and targeted interventions is crucial for promoting gender parity. How do challenges, along with available opportunities, impact women's participation in agricultural marketing while contributing to their empowerment and fulfillment of basic, psychological, and self-actualization needs? This study systematically reviewed 59 articles on women's participation in agricultural marketing, focusing on motivations, challenges, and opportunities, which were key variables analyzed in the paper. The study integrated three main frameworks: Msosa's (2022) framework for challenges, Maslow's (1943) Hierarchy of Needs theory for motivations, and McClelland's (1961) Achievement theory for opportunities. Each framework helped categorize these variables effectively to address the research question. The findings highlight major constraints like economic, social, and institutional constraints that intersect with opportunities that create pathways for women's empowerment. These opportunities, in turn, facilitate women's ability to fulfill their basic, psychological, and self-fulfillment needs, driving both individual growth and broader socio-economic outcomes. There are clear opportunities for empowerment through cooperative models, access to technology, and government-supported programs. Addressing these barriers not only allows women to participate fully in agricultural markets but also fulfills their broader psychological and self-actualization needs. By recognizing these dynamics, we can create more inclusive agricultural systems that promote gender equality and contribute to economic stability and food security in rural communities.