Digital Marketing Readiness and Agricultural Marketing Practices of Farmers in Guimaras Island, Philippines

Abstract

Agriculture still plays an important role in the economy of the Philippines. However, small-scale farmers are still experiencing difficulties in gaining access to premium markets because of the use of conventional marketing channels. This research evaluated the marketing situation and digital preparedness of farmers in Guimaras Island by examining their socioeconomic characteristics, agricultural and marketing practices, behavioral tendency towards internet marketing, and the barriers that affect their adoption. The research used a descriptive approach wherein the participants were purposively selected from farmers in five municipalities of Guimaras Island.

Results revealed that farmers are predominantly engaged in diversified crop production, with mango as the dominant commodity, and rely mainly on direct selling within localized markets. While all respondents demonstrated familiarity with online marketing and a majority expressed willingness to adopt it, significant barriers persist. These include concerns about fraudulent transactions, unsecured payment systems, transport-related losses, and limited internet connectivity. The study on the adoption of digital marketing among farmers will not be influenced by awareness
alone, but also by trust and logistics. It is important that institutions be reinforced, that there be improvements in digital security measures, and that post-harvest logistics be improved to help farmers become part of digital agriculture.