PSYCHOLOGY AND EDUCATION (2021) 58(2): 4090-4095 ISSN: 00333077

Consumers Assessment on Organically-Grown Products: A Survey in the

Province of Zamboanga Del Norte, Philippines
Enrique E. Biñas Jr1, Mario N. Baquiller2
1,2
College of Agriculture and Forestry, Jose Rizal Memorial State University-Tampilisan Campus, ZNAC, Tampilisan,
Zamboanga del Norte, Philippines
Email: [email protected]

ABSTRACT
Organic farming is one form of agriculture and it has been developing rapidly. The consumer’s interest and preference towards
organic products have been increased nowadays. Consumers provide more attention towards organically grown products free from
chemical pesticides and fertilizers so it prevents consumers from health problems. Organic products are classified as the healthiest
type of product that any human being can consume and prefer for nutritional value and have a natural taste compared to
conventional products. This survey was conducted to assess the consumers’ awareness, preference, consumption, and willingness
to purchase organically-grown products. A total of 105 participants were randomly interviewed from six municipalities of
Zamboanga del Norte namely: (1) Tampilisan, (2) Salug, (3) Leon Postego, (4) Sindangan, (5) Manukan, and (6) Dipolog. The
respondents were categorized into four regardless of age and gender such as farmers (42), professionals (20), businessmen (13),
and others (students, housekeepers, drivers, unemployed, etc.) (30). A well-structured questionnaire was facilitated containing
three (3) categories such as (1) consumers’ awareness on organically-grown products, (2) consumers’ preference on organically-
grown products, (3) consumers’ consumption rate of organically-grown products per week, and (4) potential target market or
consumers’ willingness to purchase organically-grown products.
Results revealed that most of the respondents were aware of the organically-grown products. This contributed to their willingness
to purchase and thus resulted in the high amount of organically-grown products to be purchased per week. Among the
respondents, the businessmen were the most aware (99%) and willing to purchase organically-grown products. Among the
organically-grown vegetables, poultry products, farm animal products, and fish products, the most preferred by the respondents
were okra (96%), chicken eggs (95%), pork (84%), and African hito (77%), respectively and that resulted in the amount of 46 kls,
47 trays, 57 kls, and 30 kls, respectively to be purchased per week.
Keywords
awareness, consumers, organically-grown products, preference, willingness to purchase

Article Received: 10 August 2020, Revised: 25 October 2020, Accepted: 18 November 2020

environmental benefits of organic products and

Introduction
they found that consumers believed and preferred
The word "organic" refers to the way farmers to patronize them. Organically-grown products are
grow and process agricultural products, such as now encouraged to be patronized all over the
fruits, vegetables, poultry, and farm animal world to preserve our health and the environment
products. Organic farming practices are designed (Winter and Davis, 2006).
to meet the following goals: (1) Enhance soil and
According to IFOAM (2020), there were 2.8
water quality (2) Reduce pollution, (3) Provide
million organic producers in 2018. India was
safe, healthy livestock habitats, (4) Enable natural
found to be the continuing country with the
livestock behavior, and (5) Promote a self-
highest number of producers (1,149,000),
sustaining cycle of resources on a farm. This is a
followed by Uganda (210,000), and Ethiopia
guide for us to produce organically-grown
(204,000). 71.5 million hectares were being
products not only to sustain agriculture but also to
managed organically in 2018. This represented a
give better health benefits to the consumers.
growth of 2.9 percent or 2 million hectares
Based on the survey that we have conducted, most
compared to 2017. The largest organic agricultural
of the consumers preferred to eat organic foods
area (35.7 million hectares) was obtained from
because they are aware of their health benefits.
Australia, followed by Argentina (3.6 million
Sanchez (2019) also reported that there is 35.37
percent of the Philippines respondents stated to hectares), and China (3.1 million hectares). Due to
the large area of organic farmland in Australia,
sometimes buy organic food products. Guilabert
half of the global organic agricultural land is in
and Wood (2012) discussed the health and
Oceania (36.0 million hectares). Europe has the
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second largest area (15.6 million hectares), asparagus, and pineapple but are more diversified
followed by Latin America (8 million hectares). in the other crops. Inputs are usually produced by
The organic area increased in all continents the cooperative or company including initial
compared to 2017. Globally, 1.5 percent of research on efficacy and production efficiency
farmland is organic. However, many countries (Maghirang et al, 2011).
have far higher shares. The countries with the Organic agriculture is one of the livelihood
largest organic share of their total farmland are options being offered to farmers in the Philippine
Liechtenstein (38.5 percent), Samoa (34.5 Agriculture 2020. Hence it is imperative to take a
percent), and Austria (24.7 percent). In sixteen closer look at it. There have been issues in the past
countries, 10 percent or more of all agricultural
for and against it and we want to clarify these
land is organic. issues to shed light on the controversy. In
Global production and sale of organically grown particular, we want to expound on how organic
food and fiber continue to increase exponentially. agriculture is practiced and evaluate the science
The 2009 tally from 160 countries reporting behind the practice and its impact on profitability
organic production data finds 37.2 million and productivity. With that, the role and place of
hectares under organic management involving 1.8 organic agriculture in the total scheme of
million farmers. Global sales of food and drinks agriculture in the country can be pinpointed
have expanded, with the 2009 market estimated at (Maghirang et al, 2011).
54.9 billion US dollars and a vast majority of Organic farming is one form of agriculture and it
products consumed in North America and Europe. has been developing rapidly. The consumer’s
Regions with the largest areas of organic interest and preference towards organic products
agriculture are Oceania, followed by Europe and
have been increased nowadays. Consumers
Latin America. Asia’s total organic agricultural provide more attention towards organically grown
area is nearly 3.6 m ha (Willer and Kilcher 2011). products free from chemical pesticides and
There were 52,546 hectares for organic production fertilizers so it prevents consumers from health
in the Philippines in 2009. This employed more or problems. Organic products are classified as the
less 70,000 producers/farmers all over the healthiest type of product that any human being
country. Most handlers of organic production can consume and prefer for nutritional value and
were the private sectors and people organizations have a natural taste compared to conventional
or cooperatives. The most domesticated products. The global demand for organic products
organically-grown crops are vegetables and root is growing at a very rapid rate. In recent years,
crops. These are generally produced by small- interest in organic products and buying has
scale farmers under more diversified farming increased among consumers, it has a positive
systems and are integrated with a few heads of approach. Consumers are more reluctant to choose
livestock (pigs, goats, carabaos, cows) and poultry organic products. It has become very essential to
(chickens or ducks). Organic farming inputs such know about the preference of organic products
as fertilizers, foliar sprays, and microbial soil among consumers (Aysawarya and Vasanthi,
preparations are sourced and made from local 2018). Thus this study was conducted to assess the
indigenous materials. Organic products are sold consumers’ awareness, preference, consumption,
in special outlets all over the country. Moreover, and willingness to purchase organically-grown
the organically-grown products for export are products.
bananas (Bungulan and Cavendish), fresh
Methodology
pineapple, muscovado sugar, coconut palm sugar,
virgin coconut oil, coconut vinegar, coffee, A survey was conducted in the province of
asparagus, yellow corn for feeds, banaba leaves, Zamboanga del Norte to assess the awareness,
and miscellaneous herbs. These are largely preference, consumption, and willingness of
produced through grower arrangements among consumers to purchase organically-grown
community-based organizations, agricultural products. A total of 105 participants were
cooperatives, and development NGOs or private randomly interviewed from six municipalities of
corporations. Producers usually employ single Zamboanga del Norte namely: (1) Tampilisan, (2)
crop cultivation in the case of sugarcane, Salug, (3) Leon Postego, (4) Sindangan, (5)

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Manukan, and (6) Dipolog. The respondents were knowledge of those businessmen, professionals,
categorized into four regardless of age and gender and farmers.
such as farmers (42), professionals (20), This result obtained a higher percentage rate of
businessmen (13), and others (students,
the awareness on organically-grown products
housekeepers, drivers, unemployed, etc.) (30). A compared to the findings of Rock et al., (2017)
well-structured questionnaire was facilitated and Alizadeh et al., (2008) that there were only
containing four (4) categories such as (1) 76% and 47% of the respondents are aware of the
consumers’ awareness on organically-grown organic products in Shiraz, Iran, and Tamil Nadu,
products, (2) consumers’ preference on India, respectively. It means that the Zamboanga
organically-grown products, (3) consumers’
del Norte, Philippines are more aware of the
consumption rate of organically-grown products organically-grown products than other countries
per week, and (4) potential target market or mentioned above.
consumers’ willingness to purchase organically-
grown products.
There were specific organically-grown products
indicated in the questionnaire. The products that
were not mentioned in the questionnaire that they
consumed or want to purchase were considered as
“others”.
The data gathered were consolidated and the
percentage of respondents was analyzed in all
categories. Before the conduct of the survey, the
researchers explained first the benefits and
importance of organically-grown products and the
purpose of conducting this survey. Figure 1. Awareness of respondents on
organically-grown products
Results
Information about consumers’ awareness is an
The awareness of respondents on organically-
essential element for farmers and marketing
grown products is presented in Figure 1.
agencies to successfully plan production that can
Generally, the result revealed that the most aware
capture a greater market share (Muhammad et al.,
of the organically-grown products (vegetables,
2016).
fruits, poultry, farm animals, and fish) were the
businessmen with an average of 99% followed by The willingness of respondents to purchase
Professionals (94%). This might be due to the organically-grown vegetables is presented in
knowledge of the businessmen and professionals Figure 2. The result indicated that the most willing
on the benefits and importance of organic foods. to purchase organically-grown vegetables were
During the interview, they said that consumers the businessmen with an average of 86%,
preferred to patronize organic foods rather than followed by the professionals (82%) and farmers
those from conventional farming. Most (70%) and the lowest was obtained from the
businessmen and professionals are practicing a others (students, housekeepers, drivers,
healthy lifestyle by eating organic foods. unemployed, etc.) with an average of 67%. This
Although, farmers are also aware, however, their can be attributed to the awareness of the
results are happened to be lower than those of respondents that expectedly resulted in their
businessmen and professionals. This may be due willingness to purchase the organically-grown
to the most of them are practicing conventional products. Among the organically-grown
farming. On the other hand, others (students, vegetables, the highest preferred was the okra
housekeepers, drivers, unemployed, etc.) got the (Abelmoschos esculentus) with an average of
lowest average of awareness on organically-grown 96%, followed by eggplant (Solanum melongena)
products (82%). This might be due to their less (94%), kangkong (Ipomoea aquatica) (92%),
knowledge of organic foods as compared to the tomato (Solanum lycopersicum) (90%), bell
pepper (Capsicum annuum) (85%), bitter gourd

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(Momordica charantia)(79%), lettuce (Lactuca The willingness of respondents to purchase meat

sativa) (70%), spinach (65%), and the lowest was from organically-grown animals is presented in
the other vegetables (16.5%). Figure 4. The result indicated that the meat of
organic farm animals (goat, swine, rabbit, etc.)
were preferred mostly by the businessmen with an
average of 71% of respondents, followed by the
professionals (46%), and farmers (43%). The
lowest willing respondents to purchase the meat of
organically-raised farm animals were those
respondents who belong to others (students,
housekeepers, drivers, unemployed, etc.) with an
average percent of 37. Among the meat of
organically-raised farm animals, the most
preferred by the respondents was the pork with an
average of 84% of respondents who are willing to
Figure 2. The willingness of respondents to
purchase, followed by the goat meat or chevon
purchase organically-grown vegetables
(71%). Rabbit meat was the lowest preferred
The willingness of respondents to purchase among specific items, however, others got the
organic poultry products is presented in Figure 3. average of 4% of respondents who are willing to
The result showed that the organic poultry purchase them.
products were preferred mostly by the
businessmen with an average of 82% which is
much higher than professionals (59%), farmers
(50%), and others (students, housekeepers,
drivers, unemployed, etc.) (44%). Among the
organic poultry products, the most preferred by
the respondents was the organic chicken eggs with
an average of respondents to purchase of 95%,
followed by live organic chicken (91%), organic
chicken meat (83%), organic duck egg (640%),
organic live duck (60%), organic live turkey Figure 4. The willingness of respondents to
(55%), organic duck meat (53%), turkey meat purchase meat from organically-grown animals
(49), organic live geese (48%), and organic geese The willingness of respondents to purchase
meat (47%). There were no other poultry products organic fish is presented in Figure 5. The result
mentioned by the respondents that they are willing emphasized that others (students, housekeepers,
to purchase. drivers, unemployed, etc.) were the most

Figure 3. The willingness of respondents to

Figure 5. The willingness of respondents to
purchase organic poultry products
purchase organic fish

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respondents who are willing to purchase organic Native chicken meat 38

fishes (tilapia and African hito) with an average of Duck meat 26
50%, followed by those businessmen (46%) and Turkey meat 18
professionals (41%). The lowest respondents who Geese meat 16
are willing to buy them were the farmers (36%). Others 10
The most preferred organic fish by the Farm Animal
respondents was the African hito (77%), while the Products (kg)
tilapia obtained an average of 68% and others was Goat meat 26
29% preferred by the respondents. Pork 57
Based on the results indicated in Figures 1, 2, 3, 4, Rabbit meat 12
and 5, the organically-grown vegetables, organic Others 3
poultry, and farm animal products are most likely Fish (kg)
preferred by professionals and businessmen. This Tilapia 20
might be due to their awareness of the benefits of African Hito 30
organic products and that they could also afford
The results revealed that the okra, native chicken
the high price of organic products. On the other
and its eggs, pork, and tilapia among the
hand, organic tilapia and African hito are most
organically-grown vegetables, organic poultry
likely preferred by other respondents that consist
products, organic farm animal products, and
of students, housekeepers, drivers, unemployed,
organic fish products, respectively, obtained the
etc. Their willingness contributed to the high
highest number of interested consumers to
amount of different organically-grown products to
purchase these products. The result of the survey
be purchased per week. The amount of
can positively reach the goal to optimize the
organically-grown products that they want to buy
profits of those who are planning to establish an
is presented in Table 1.
organic agri-business.
Table 1. Average Amount of organic farm
Conclusion
products to be purchased by consumers-
respondents per week Based on the results of the survey, most of the
respondents in the province of Zamboanga del
Commodity Average Amount of
Norte, Philippines were aware of the organically-
Organically-grown
grown products. Thus, they are willing to
Products
patronize that resulted in the high amount of these
Vegetables (kg) organically-grown products to be purchased per
Spinach 27 week. Among the respondents, the businessmen
Okra 46 are the most target markets and also consumers
Eggplant 42 that showed their willingness to purchase
Bell pepper 38 organically-grown products followed by the
Bitter gourd 31 professionals.
Tomato 33
Kangkong 41 References
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