Horticulture producer's willingness to participate in contract-based supply chain coordination: A case study from Queensland (Australia).

Product export provides an option for horticulture producers in Queensland (Australia) to diversify their market and increase returns from production. Vertical supply chain coordination in the form of contract-based marketing agreements between producers and export agents/distributors could facilitate increased export. The aim of this study was to investigate the willingness of horticulture producers to participate in export focused contract-based marketing agreements.