How ready the vegetable farmers for digital marketing: the case of CALABARZON [Cavite, Laguna, Batangas, Rizal, Quezon] and Nueva Vizcaya [Philippines]

The internet of things was found to be effective facilitator of digital marketing platforms and perceived as enabling tool to address the problems of marketing of agricultural products. While it has connected most people globally, those who are not digitally ready, among which are vegetable farmers, experience the digital divide. Digital readiness is influenced by a number of factors which this study determined in CALABARZON [Cavite, Laguna, Batangas, Rizal, Quezon], Philippines. It also assessed the level of awareness and knowledge of the vegetable farmers on the different digital marketing technologies; evaluated their digital readiness and use of marketing platforms; and determined those who are ready for digital marketing and what their best practices are. A total of 773 randomly selected vegetable farmers were interviewed. Adapting the methodology by Roberts and Hernandez (2019), they were categorized into: unprepared, traditional, reluctant, cautious clickers, and digitally ready. Results revealed that majority (58%) of the vegetable farmers are males; within the age bracket 51-60 year (28%); married (76%), with average household size of 4; high school graduates (44%); majority has farming as primary occupation; and members of organization. Only 13 percent are digital platforms users with cellphone as the most commonly utilized gadget for communication. Home Wi-Fi and cellular data are the most popular connection being used but these were claimed to be unstable. Correlation analysis results revealed that vegetable farmer - respondents who are single, with higher levels of education, larger households, and higher income tend to be more aware of and knowledgeable on digital marketing and have the higher tendency to be digitally ready. Recommended strategies for improving digital readiness include: awareness campaigns about the benefits of going digital, provision of resources and facilitation of capacity-building initiatives for the enhancement of digital technology skills and installation of information and communication technology (ICT) infrastructures in major vegetable growing areas.