Analysis of the Impact of Information Behavior on the Marketing and Fertilization Strategies of Small Cocoa Producers in the Provinces of Guayas and Los Ríos in Ecuador
Abstract
:1. Introduction
- -
- To what extent does information behavior, structured along five dimensions (information sources, information evaluation, informational, social and economic), influence the effectiveness of marketing strategies of smallholder cocoa farmers?
- -
- How do current fertilization practices align with efficient practices in soil fertilization processes for cocoa cultivation?
- -
- Is there a relationship between access to technical agricultural information and competitiveness indexes in the production and commercial processes of small cocoa producers?
2. Review and Theoretical Perspectives of the Cocoa Sector in Ecuador
2.1. Historical References of the Cocoa Value Chain
2.2. Fertilization of Cocoa Areas
2.3. Information Management for Agricultural Decision-Making
2.4. Digital Traceability in Agricultural Production
2.5. Digitalization as a Driver for Sustainable Strategies and Green Marketing
2.5.1. The Role of Digital Marketing in Attracting Agricultural Investment
2.5.2. Balancing Business Sustainability and Natural Resources in the Digital Era
2.5.3. E-Commerce as a Platform for Green Marketing and Negotiation Strategies
2.5.4. Sustainable Business Transitions and the Rise of Green Businesses
2.6. Research Gap and Operational Framework for Information Behavior
- Information sources: ability to identify and locate available data sources.
- Information evaluation: ability to judge the quality, relevance and usefulness of information, applying established criteria and standards.
- Informative: ability to retrieve data for the purpose of repeated use.
- Social: ability to interact with other individuals and share information.
- Economic: ability to employ information as a means to improve related skills in job performance.
3. Research Methodology
3.1. Description of the Study Area
3.2. Sampling and Data Collection Methodology
3.2.1. Producer Selection
3.2.2. Selection of Soil Samples
Soil Nutrient Diagnosis
pH Concentration
Organic Matter (OM) Concentration
Total Nitrogen Concentration (N)
Concentration of Calcium (Ca), Magnesium (Mg) and Exchangeable Potassium (K)
Available Phosphorus Concentration
Cadmium Concentration
Exchangeable Aluminum (AI) Concentration
Copper and Iron Concentration
3.3. Data Analysis
4. Results and Discussion
4.1. Profile of Smallholder Cocoa Farmers
4.2. The Influence of Information Competencies in the Marketing Field
4.3. Analysis of Soil Nutritional Quality in Small-Scale Cocoa Farms
5. Conclusions
5.1. Limitations of the Study
- Since data were collected from 50 plantations, generalization of the results could be limited because only two provinces were included (Guayas and Los Rios). This excludes other cocoa-growing regions of Ecuador that might have different agroclimatic conditions and agricultural practices.
- This study focused on the chemical characteristics of the soil and the informational capabilities of the farmers, leaving aside biological and physical aspects of the soil that can also influence cocoa yields.
- Although social and economic factors are analyzed, the complexity of these variables may require further research to fully understand their impact on productivity and marketing.
- The analysis was based on period-specific data, which limits the possibility of capturing seasonal variations or long-term changes in farming practices and soil conditions.
5.2. Recommendations for Future Studies
- Implement training programs aimed at cocoa producers, especially in the province of Los Ríos, to improve access to and use of digital platforms, technical publications and agricultural information networks.
- Promote producer associations and cooperatives that facilitate the exchange of information and successful experiences in the marketing and management of the crop.
- Promote the use of periodic soil analysis and technical advice to adjust fertilization practices according to the specific needs of the crop.
- Develop awareness and practical training strategies that facilitate the progressive adoption of new technologies in cocoa production. This includes access to technical advice in the field and the integration of accessible digital solutions for small producers.
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Dimension | Indicator | Nomenclature | Description |
---|---|---|---|
Sources of information | Print publications | SI1 | Use of printed media as a source of agricultural information. |
Digital and electronic platforms | SI2 | Use of electronic tools to obtain information | |
Use of advanced information search techniques | SI3 | Ability to use specialized methods for locating specific information | |
Evaluation of information | Reliability and quality of sources consulted | EI1 | Criteria for selecting reliable high-quality sources |
Constant updating of the data obtained | EI2 | Frequency with which information is renewed and updated | |
Identification of prominent authors in the sector | EI3 | Recognizing and following experts or opinion leaders | |
Informative | Detection and recognition of specific information needs | DI1 | Type of information needed according to the demand of the production environment. |
Ability to locate and access relevant information | DI2 | Effectiveness in the search for information | |
Participation in various markets | DI3 | Diversification of markets | |
Social | Price optimization in commercialization | DS1 | Maximization of economic benefit according to market conditions. |
Strengthening of entrepreneurial and social capacities | DS2 | Development of entrepreneurial and social interaction skills | |
Effective interaction and communication with other stakeholders | DS3 | Exchange of information with stakeholders such as buyers, suppliers and other producers. | |
Economic | Increased autonomy in agricultural trade strategies | DE1 | Independent decision-making in marketing processes |
Establishment of commercial infrastructure | DE2 | Use of facilities or structures to strengthen business activities | |
Expanded access to alternative markets | DE3 | Diversification of markets into new sectors | |
Encouraging investment in agricultural activities | DE4 | Reinvestment of producers in their activities |
Category | Factor | Frequency | Proportion (%) |
---|---|---|---|
Gender | Male | 106 | 70.67 |
Female | 44 | 29.33 | |
Age | 18–25 | 28 | 18.67 |
26–35 | 31 | 20.67 | |
36–45 | 27 | 18.00 | |
46–55 | 38 | 25.33 | |
>56 | 26 | 17.33 | |
Education level | No education | 22 | 14.67 |
Primary | 21 | 14.00 | |
Secondary | 46 | 30.67 | |
Third level | 32 | 21.33 | |
Technologist | 29 | 19.33 | |
Experience in agriculture (years) | 1–5 | 31 | 20.67 |
6–10 | 29 | 19.33 | |
11–15 | 24 | 16.00 | |
16–20 | 34 | 22.67 | |
>20 | 32 | 21.33 | |
Residence in the province (years) | 1–5 | 18 | 12.00 |
6–10 | 26 | 17.33 | |
11–15 | 33 | 22.00 | |
16–20 | 36 | 24.00 | |
>20 | 37 | 24.67 | |
Planted area (ha) | 0.5–3 | 36 | 24.00 |
4–6 | 23 | 15.33 | |
6–8 | 30 | 20.00 | |
8.5–10 | 33 | 22.00 | |
>10 | 28 | 18.67 | |
Planted cocoa variety | National | 55 | 36.67 |
CCN-51 | 49 | 32.67 | |
Both | 46 | 30.67 |
Indicators | Stakeholder Group | |
---|---|---|
PPG | PPLR | |
Print publications | 3.28 | 2.72 |
Digital and electronic platforms | 3.11 | 2.95 |
Use of advanced information search techniques | 2.61 | 2.97 |
Reliability and quality of sources consulted | 3.03 | 2.89 |
Constant updating of the data obtained | 2.89 | 3.04 |
Identification of prominent authors in the sector | 2.92 | 2.99 |
Detection and recognition of specific information needs | 3.25 | 2.91 |
Ability to locate and access relevant information | 3.05 | 3.01 |
Participation in various markets | 3.05 | 3.03 |
Price optimization in commercialization | 3.17 | 2.85 |
Strengthening of entrepreneurial and social capacities | 3.04 | 2.80 |
Effective interaction and communication with other stakeholders | 3.03 | 2.81 |
Increased autonomy in agricultural trade strategies | 3.00 | 2.96 |
Establishment of commercial infrastructure | 3.16 | 3.00 |
Expanded access to alternative markets | 3.12 | 2.89 |
Encouraging investment in agricultural activities | 3.37 | 4.84 |
Parameter | Soil Fertility | |
---|---|---|
Guayas | Los Ríos | |
pH | 6.39 ± 0.74 | 6.08 ± 0.93 |
Organic Matter (MO) | 4.53 ± 1.30 | 4.50 ± 1.14 |
Total Nitrogen (N) | 0.33 ± 0.10 | 0.32 ± 0.10 |
Exchangeable Potassium | 0.33 ± 0.11 | 0.34 ± 0.11 |
Calcium (Ca) [cmol(+)/L] | 17.79 ± 0.74 | 17.77 ± 0.68 |
Magnesium (Mg) [cmol(+)/L] | 3.03 ± 1.02 | 2.98 ± 1.13 |
Available Phosphorus (P) (mg/L) | 118.20 ± 1.15 | 118.09 ± 1.01 |
Cadmium (Cd) (mg/kg) | 0.06 ± 0.02 | 0.06 ± 0.03 |
Exchangeable Aluminum (Al) [cmol(+)/L] | 0.34 ± 0.12 | 0.68 ± 0.46 |
Copper (Cu) (mg/L) | 2.16 ± 1.35 | 2.02 ± 1.38 |
Iron (Fe) (mg/L) | 5.25 ± 0.67 | 4.94 ± 1.72 |
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Burgos Villamar, I.S.; Solís Granda, L.E.; Guevara Viejó, J.F.; Valenzuela Cobos, J.D. Analysis of the Impact of Information Behavior on the Marketing and Fertilization Strategies of Small Cocoa Producers in the Provinces of Guayas and Los Ríos in Ecuador. Agriculture 2025, 15, 858. https://doi.org/10.3390/agriculture15080858
Burgos Villamar IS, Solís Granda LE, Guevara Viejó JF, Valenzuela Cobos JD. Analysis of the Impact of Information Behavior on the Marketing and Fertilization Strategies of Small Cocoa Producers in the Provinces of Guayas and Los Ríos in Ecuador. Agriculture. 2025; 15(8):858. https://doi.org/10.3390/agriculture15080858
Chicago/Turabian StyleBurgos Villamar, Ivonne Soraya, Luis Eduardo Solís Granda, Jorge Fabricio Guevara Viejó, and Juan Diego Valenzuela Cobos. 2025. "Analysis of the Impact of Information Behavior on the Marketing and Fertilization Strategies of Small Cocoa Producers in the Provinces of Guayas and Los Ríos in Ecuador" Agriculture 15, no. 8: 858. https://doi.org/10.3390/agriculture15080858
APA StyleBurgos Villamar, I. S., Solís Granda, L. E., Guevara Viejó, J. F., & Valenzuela Cobos, J. D. (2025). Analysis of the Impact of Information Behavior on the Marketing and Fertilization Strategies of Small Cocoa Producers in the Provinces of Guayas and Los Ríos in Ecuador. Agriculture, 15(8), 858. https://doi.org/10.3390/agriculture15080858