E-commerce drives the agricultural sales performance

The research dataset was obtained through a comprehensive survey of citrus cultivators in Ziguixian, Hubei Province,China conducted by the research team in July 2023. Ziguixian is a well-known orange production base in China with a large scale of cultivation, renowned as the “hometown of navel orange”. Ziguixian navel oranges are highly favored in domestic and international markets and have been recognized as a Chinese geographical indication product (Fig. 2). The research team randomly selected two townships, Guojiaba and Shuitianba, from the four largest orange production areas in Ziguixian, and then selected 5-6 villages from each township based on the principle of random stratified sampling. In each village, 30-40 orange growers were selected as interviewees. Before starting to fill out the questionnaire, we read out the ethics approval results of the survey to the respondents. The content of the interview will be recorded in writing, which has also been approved by the farmers. The survey yielded 406 valid responses, including 152 e-commerce-engaged households, representing 37.44% of the samples. This study was approved by the Ethics Committee of Wuhan Institute of Technology(approval number:wit20221109), the interviewee were consented by an informedconsent process that was reviewed by the Ethics Committee of Wuhan Institute of Technology and certify that the study was performed in accordancewith the ethical standards as laid down in the 1964 Declaration of Helsinki.