PERCEIVED FACTORS INFLUENCING THE WILLINGNESS OF YOUNG FARMERS TO USE DIGITAL AGRICULTURAL MARKETING APPLICATIONS FOR IMPROVED MARKET ACCESS IN AKWA IBOM STATE, NIGERIA

Abstract

The study examined the willingness of young farmers to use digital agricultural marketing applications for improved market access. Specifically, it identified the perceived factors influencing the willingness of young farmers to use digital agricultural marketing applications for improved market access in Akwa Ibom State. The multi-stage sampling procedure was used to select two hundred and sixty-six young farmers. Data were collected using a structured online questionnaire and analysed using binary logistic regression. Findings revealed that the cost of smartphones and internet negatively influenced willingness to use agricultural marketing applications (β = −0.614, p = 0.060; Odds Ratio = 0.541), while ease of use (OR = 1.569), logistics availability (OR = 1.493), and training support (OR = 1.357) showed positive associations with willingness to use. The study concluded that the high cost of digital tools and weak infrastructure are the primary barriers to willingness to use digital Agricultural Marketing applications among young farmers, and recommended subsidised smartphones and data plans, improved rural internet connectivity, and farmer-targeted digital literacy programmes.

Keywords: Factors, willingness to use, young farmers, digital agricultural marketing applications