Factors influencing the use of digital technologies in the marketing of green leafy vegetables among smallholder farmers in Lari Sub-County, Kenya

Abstract

asymmetry difficulties. To this day, the bulk of agricultural-related information is still conveyed by word of mouth, extension workers, or traditional broadcast strategies. Nonetheless, such information is often released irregularly and for a limited number of markets, leaving the vast majority ignored. As a result, market information becomes available to fewer individuals. Farmers decide to sell their produce through middlemen at relatively low prices, resulting in insufficient profits. Numerous studies have shown that digital technologies in agriculture are an important tool for farmers to be active participants in profitable markets by improving their access to timely and relevant market information. Despite the rapid expansion of digital technology in emerging nations' agricultural sectors, adoption of such technologies in rural areas remains low. The purpose of this study was to identify the characteristics that influence smallholder farmers' usage of digital technology in the selling of green leafy vegetables in Lari sub-County, Kenya. The study specifically attempted to determine the socioeconomic, institutional, and technological factors that influence smallholder farmers' usage of digital technology. A descriptive survey research design was used. A multistage sampling procedure was used to select 376 green leafy vegetable farmers. The semi-structured questionnaire was employed to collect data. A multivariate probit model was used to analyze the data. The results show that years of education positively influenced the use of social media in marketing, household size positively influenced the use of mobile phones and social media, and access to electricity positively influenced the use of mobile phones and the internet. Age had a negative influence on the use of the Internet in the marketing of green leafy vegetables. The adoption of digital technologies in the marketing of vegetables can be influenced by several factors. Therefore, the County Government through extension officers can provide training and education to smallholder farmers on how to use digital technologies effectively for marketing