Creative marketing management on organic agriculture with farmer participation of Sampran model project
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Abstract
Background and Objective:
The Sampran model is a participatory approach that promotes organic agriculture through the development of market mechanisms and the TOCA platform, aiming to empower farmers as agri-entrepreneurs in the digital era. This study aimed to examine farmers’ demographic profiles, knowledge of marketing mix components, perceptions of the organic market, participation in the project, and their level of creative organic market management. It also aimed to compare these factors with market management practices.
Methodology:
Data were collected through structured interviews with 127 farmers participating in the Sampran model. Descriptive statistics and cross-tabulation analysis were used to examine the relationships among key variables.
Main Results:
Most farmers were male, with an average age of 54.65 years and organic farming experience of 8.15 years. They possessed high levels of knowledge, held positive perceptions of organic marketing, and actively participated in group meetings. However, their overall organic market management was moderate, with strengths in personnel and financial management. Limitations were observed in the use of equipment and digital technologies, particularly in the adoption of the TOCA platform.
Conclusions:
Farmers’ knowledge, perceptions, and participation were not significantly associated with their level of creative organic market management. Thus, the Sampran model should emphasize the strategic development of digital tools, particularly improving the accessibility and user-friendliness of TOCA, as well as enhancing farmers’ digital marketing skills. Demonstrating successful farmer experiences could motivate broader adoption of online platforms, fostering a more inclusive and sustainable organic market system.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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