Abstract
This study examines the market channel preferences of traditional rice farmers and traders in Abra, Philippines, and identifies the socio-economic, institutional, and production factors influencing these choices. Using a mixed-methods approach, data were collected from 139 respondents through surveys and 52 qualitative interviews. Logistic regression and thematic analysis were employed to explain market behavior. Results show a strong preference for informal, direct-to-consumer channels, driven by immediate cash needs, low transaction costs, and institutional constraints. Production experience and farm scale increase the likelihood of participation in structured markets, while higher production frequency reduces it due to timing and market absorption limitations. Qualitative findings reveal that trust, accessibility, and infrastructure shape decision-making across municipalities. From a sustainability perspective, informal channels support short-term income, social cohesion, and agro-biodiversity but limit scalability. The study highlights the need for hybrid market systems that enhance economic resilience while preserving indigenous practices, with implications for smallholder systems across Southeast Asia.
Recommended Citation
Balingit, Kae Ann Marie P.
(2026)
"Market Channel Preferences and Influencing Factors in the Traditional Rice Enterprise in Abra, Philippines,"
Journal of Management for Global Sustainability: Vol. 14:
Iss.
1, Article 5.
DOI: https://doi.org/10.13185/2244-6893.1321
Available at:
https://archium.ateneo.edu/jmgs/vol14/iss1/5
