Abstract:
This paper examined the comparison between the consumers’ common perceptions and
buying practices with regard to urban farming produce and traditional farming produce, and
discussed the agricultural economic history of the Philippines, highlighting specific events and
turning points in the agricultural industry in the intent to investigate factors that affect
differences between perception and buying behavior of Filipinos. Interviews were conducted to
consumers who buy produce from an urban farm in San Isidro, Nueva Ecija, to which data
collected were analyzed with the aid of the SWOT matrix. The findings indicate that consumers
have a preference over urban farming produce because of these main factors: workand income
group, price, quality (freshness, aesthetic, taste, organicity), access, farming technique, customer
service, and purchase experience. Factors that were considered to influence the differing views
consumers have between traditional farming produce and urban farming produce are as follows:
method of farming, the quality of the produce, and the nature of work. In conclusion, the
existence of urban farming as agribusinesses creates a divide between agricultural consumers, as
urban farming produce is viewed in a more positive light by consumers, considering its
perceived better quality than that of traditional farming produce. This signifies the divide
between the two farming methods and their produce, and the possible negative impacts it could
have on traditional farmers’ sustainability, income, and technological adaptation and how they
will cope with the shift in consumer preferences in the agricultural produce.
