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

Ivonne Soraya Burgos Villamar, Luis Eduardo Solís Granda, Jorge Fabricio Guevara Viejó and Juan Diego Valenzuela Cobos ()
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Ivonne Soraya Burgos Villamar: Centro de Estudios Estadísticos, Universidad Estatal de Milagro (UNEMI), Milagro 091050, Ecuador
Luis Eduardo Solís Granda: Centro de Estudios Estadísticos, Universidad Estatal de Milagro (UNEMI), Milagro 091050, Ecuador
Jorge Fabricio Guevara Viejó: Centro de Estudios Estadísticos, Universidad Estatal de Milagro (UNEMI), Milagro 091050, Ecuador
Juan Diego Valenzuela Cobos: Centro de Estudios Estadísticos, Universidad Estatal de Milagro (UNEMI), Milagro 091050, Ecuador

Agriculture, 2025, vol. 15, issue 8, 1-24

Abstract: The main barriers faced by small-scale cocoa producers in Ecuador are the limited access to and the use of information technologies, which affects their efficiency in production and marketing. This study evaluated the impact of information behavior on the fertilization and marketing strategies of small cocoa farmers in two Ecuadorian provinces that have presented outstanding performance at the national level in order to identify the main factors that cause information gaps. For this purpose, a structured survey was conducted between May and June 2024 on 150 cocoa producers farming up to 10 hectares to collect demographic data and analyze their information-use patterns in relation to agricultural market strategies. The survey included five dimensions: information sources, information evaluation, informational, social and economic. In addition, soil chemical analyses were conducted in 50 plantations managed by the same farmers to determine the affinity between fertilization practices and the nutritional needs of the crop. The results indicated that farmers in Guayas showed a more developed information behavior, with a greater knowledge of their information needs and an active interest in collecting data on agricultural markets. In contrast, farmers in Los Ríos made less use of the media as a source of information, which limited their impact on social and economic aspects. In soil chemistry, both provinces presented favorable conditions for the crop; however, low nitrogen and potassium concentrations could affect yields. In Guayas, the analyses revealed averages of 0.34 cmol(+)/L aluminum, 3.03 cmol(+)/L magnesium and 0.33 cmol(+)/L potassium, values that mostly meet the nutritional standards for cocoa. In Los Rios, the analyses reflected average values of 0.68 ± 0.46 cmol(+)/L aluminum, 2.98 ± 1.13 cmol(+)/L magnesium and 0.34 ± 0.11 cmol(+)/L potassium. Based on the findings of this study, in order to improve the competitiveness of the sector, it is suggested to design accessible public policies and training programs oriented to the use of digital tools and sustainable practices that promote access to markets and optimize the production chain.

Keywords: information behavior; Theobroma cacao L.; smallholders; fertilization; marketing (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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