Assessing the Willingness of Smallholder Coffee Farmers in Amadeo, Cavite to Engage in Collective Marketing, 2025

Date

6-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Julieta A. Delos Reyes

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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Abstract

This study assessed the willingness of smallholder coffee farmers in Amadeo, Cavite, to participate in collective marketing and explored the factors influencing this willingness. Particularly, it aimed to characterize the smallholder coffee farmers; identify their marketing challenges; examine their information access and perceptions of collective marketing benefits, risks, and group characteristics; analyze the factors influencing their willingness to participate; and formulate relevant recommendations.

Data were gathered from 99 smallholder coffee farmers cultivating two hectares or less and not affiliated with existing groups, and located across five barangays in Amadeo, Cavite, through face-to-face interviews using a structured questionnaire. Descriptive statistics revealed that the respondents were typically older, with an average age of 62 years, and predominantly male (76%). They managed small farms averaging 1.15 hectares and earned low incomes with 85 percent falling below the poverty threshold. Major challenges included price volatility (85%), and lack of market information (83%). Information was rarely received by 92 percent of farmers and primarily sourced from informal networks. While trust among farmer peers was high, willingness to join collective marketing was divided: 53 percent were interested, and 47 percent were either disinterested or unsure. Farmer respondents generally viewed potential benefits positively, especially social and knowledge-sharing aspects. They considered collective characteristics like fair rules and clear goals very important. However, significant concerns existed regarding risks like free-riding (75%), and social conflict (65%).

Using binary logistic regression analysis, key findings indicated several significant factors influencing farmers’ willingness to engage in collective marketing. In particular, the likelihood of being interested significantly increased with higher perceived benefits and positive perceptions of the collective’s characteristics. Additionally, a higher household dependency ratio was found positively associated with interest. Conversely, higher perceived risks and negative previous collective action experiences significantly decreased the likelihood of farmers being interested.

In conclusion, farmers’ willingness to engage in collective marketing in Amadeo is strongly tied to their perceptions. Higher expected benefits and confidence in the group’s structure and management encourage participation, while concerns about social and financial risks, alongside negative past experiences, act as significant barrier. Therefore, promoting collective coffee marketing requires tailored approaches that build trust, highlight relevant benefits, mitigate specific risks, and ensure transparent and fair group governance aligned with farmer priorities.

Based on these findings, the following recommendations were made: for farmer groups and support organizations regarding pilot models, capacity building, and leveraging social networks; for relevant government agencies concerning enhanced information systems, targeted financial support, and enabling policies; and for future researchers regarding expanded scope, qualitative exploration, and longitudinal studies.

Language

English

LC Subject

Coffee industry, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 C33

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Document Type

Thesis

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