Evaluation of the Performance of Information Competencies in the Fertilization and Trade Strategies of Small Banana Producers in Ecuador

Abstract

The information perceived by producers plays a crucial role in the efficient management of the agricultural production chain, encompassing both the fertilization and marketing processes of the final product. The ability of farmers to make effective use of this information depends on their information behavior, the use of information technologies, and the adoption of up-to-date technical knowledge. However, small Ecuadorian producers face information gaps that limit their access to technical and commercial knowledge, which affects productivity and profitability. This study analyzed the informational competencies of small banana producers in the provinces of Guayas and Los Ríos, with the objective of identifying the causes of these gaps and their impact on fertilization and marketing. A structured survey was applied to small producers, evaluating five dimensions of information. In addition, soil analyses were conducted in 20 plantations to determine the correspondence between fertilization practices and banana nutritional requirements. The results showed that producers in Guayas presented more robust informational competencies, with greater recognition of information needs and active use of reliable sources. This was reflected in the fertilization practices more aligned with nutritional standards, where plantations in Guayas presented average values of 1.21 cmol(+)/L aluminum, 8.67 cmol(+)/L magnesium, and 0.87 cmol(+)/L potassium, largely complying with nutritional standards for banana cultivation. In contrast, growers in Los Ríos spent less time searching for information and evidenced deficiencies in soil nutrition. This study highlights the importance of strengthening knowledge transfer and improving agricultural communication systems as tools to close information gaps. It is recommended to implement inclusive public policies and training programs in the use of information technologies and sustainable practices. In addition, promoting the creation of collaborative platforms can optimize access to markets, facilitating the direct and efficient marketing of produce.

1. Introduction

Ecuador, a traditionally agricultural territory, is a country with a long history in the agricultural sector. Musa paradisiaca, commonly known as banana, is one of the most produced crops in the country. The climatic conditions, characterized by constant humidity and temperature, guarantee uninterrupted fruit production throughout the year. According to records of the National Institute of Statistics and Census [INEC] [1], in 2021, 167,893 hectares were devoted to the cultivation of this fruit, representing 11.20% of the area planted with permanent crops. In economic terms, banana exports contribute around 35% of the agricultural gross domestic product (GDP). In addition, in the countryside, the banana production chain generates employment opportunities for more than 4473 producers, distributed mainly in the provinces of Guayas, El Oro, and Los Ríos [2].

One of the determining factors in plant growth and development is soil fertilization. Conceptually, fertilization is an irreplaceable step in agricultural activity, whose purpose is to renew the nutrients consumed from the soil as a result of constant agronomic exploitation or slow processes of natural regeneration. Plants of the Musaceae genus, as bunch producers, have a continuous growth cycle that requires a high supply of primary nutrients per hectare, such as potassium and phosphorus. The identification of nutrient deficiencies in soils through pre-fertilization analysis is not a common practice among small producers, as a combination of economic, technical, and social factors limit their access [3].

Marketing is also a stage that can make the difference between success and failure for small farmers, especially those who do not have a fixed market for the sale of their products. Agricultural marketing systems are subject to a variety of components that directly influence prices, including seasonality of production, trading volumes, unfair competition, geographic dispersion of production units, distance from markets, and lack of knowledge of marketing strategies [4]. These challenges aggravate the limited bargaining power of small producers vis-à-vis intermediaries and larger supply chains, often forcing them to accept low prices that do not reflect the true value of their work or their products.

The concern and commitment to maintain sustainable action in all dimensions is transcendental for the development of sustainable agricultural models. These models seek to transform food systems from the earliest stages, such as planting, to final marketing. As part of the sustainable cycle, the implementation of a short marketing chain (SCC) is a specific strategy within the agrifood chain aimed at reducing the physical distance between producers and consumers, eliminating the need for intermediaries. According to Schneider and Ferrari [5], the participation of farmers in CCCs through communication systems not only strengthens the connection between producers and consumers but also boosts sales through fairer prices and contributes to the preservation of traditional systems of family farming communities.

Knowledge transfer through technical communication is an important tool for improving efficiency in agricultural practices. The dissemination of technical information has the potential to influence business strategies and efficient crop management since technical knowledge is inherently related to productivity levels and the creation of organizational structures, with associativity among small and medium producers being one of the most predominant [6]. Information and communication technologies (ICTs), together with digital and print media, help mitigate market failures arising from information asymmetry by facilitating access to knowledge and vindicating the information processed by farmers [7].

In an international context, developing nations are in constant communication with developed countries, which share with them recent technologies on climate, natural resources, and other relevant issues [8]. However, many farmers in developing countries are unable to fully benefit from the technical knowledge developments at their place of work due to problems of accessibility, poor availability of demographic information, lack of knowledge of the most important agricultural sources, or simply resistance to change [9,10].

Small banana producers in Ecuador are no strangers to this reality. Despite the country’s extensive agricultural history, many rural areas continue to manage fertilization and trade processes inefficiently. Identifying the factors that cause information gaps and their extent is fundamental to understanding inequalities in the distribution of information and developing strategies to strengthen the sustainability of the agricultural sector in the future. This need is particularly relevant because it responds to a problem that has been scarcely addressed in the national context.

The objective of this research was to analyze the informational competencies of small banana producers in the provinces of Guayas and Los Ríos, with the purpose of estimating their impact on soil fertilization and the commercialization of the final product.

The main questions guiding this study were the following:

• To what extent do information competencies, organized in five dimensions, contribute to the trade of agricultural production of small banana producers?
• What is the impact of access to and use of communication systems on the efficiency of soil fertilization processes dedicated to banana cultivation?
• Is there a correlation between technical communication and productivity in banana trade and fertilization processes?

This article is hierarchized, to begin with a documentary review of the banana sector, as well as the main social and technological aspects that influence farmers’ knowledge networks. The methodology of this study is then presented. After the description of the methodology, the results are presented and analyzed according to the objectives of this study. This paper concludes with a section of conclusions that includes practical implications, limitations, and future perspectives.

From a theoretical perspective, the findings of this research contribute to the understanding of how informational competencies in agricultural communities can act as catalysts to improve the competitiveness and sustainability of the sector. Furthermore, it reinforces the importance of communication systems as tools to improve social capital and the integration of local markets, providing a conceptual framework for future research on the impact of communication on agricultural development.

2. Literature Review

2.1. Banana Sector in Ecuador

In Ecuador, the production of plants of the Musaceae family is an agricultural activity that has been developed in rural regions with little industrial development for commercial purposes since the late 19th century. The main varieties exploited are Dominico and Barraganete, which are essentially for self-consumption and export, respectively. In terms of marketing, banana varieties have gained international markets in recent years, consolidating their position as the most exported agricultural product and the second most internationalized non-oil product after shrimp [11]. Figure 1 shows the area planted with bananas in Ecuador in 2023, according to the provinces where the agricultural activity took place.

2.2. Fertilization and Marketing Strategies for Small Banana Producers

Musaceae seedlings absorb more nutrients per hectare than almost any other commercially important crop in the world. In a plantation with average yields, at least 50 tons of fruit per hectare per year are harvested, while in high productivity plantations, this value can reach 70 tons per hectare per year. Considering the high concentration of mineral elements in the bunches, it can be deduced that the production of 70 tons per hectare per year may require 400, 125, and 15 kg per hectare per year of potassium, nitrogen, and phosphorus, respectively. These mineral elements must be replenished through an adequate fertilization program to maintain optimum productivity levels [3]. The control of the optimum amounts of minerals is paramount to maximize crop yield rates. Different authors mention that the amount of fertilizer supplied directly affects the biomass generated by plants during their life cycle [13].

A study conducted in Thailand revealed that participating farmers had low levels of information, behavior, and management. This deficit in information practices was reflected in the characteristics of their agricultural production, as farmers reported facing numerous problems with their crops. Subsequent research has shown that access to information provided by public research and development projects can improve fertilization and marketing processes [14,15].

Similar to other actors involved in the agricultural value chain, producers rely on various means to keep abreast of the latest developments in the sector. Small banana producers often rely on intermediaries to access markets, which can result in lower profits. Facilitating direct access to market information has the potential to empower farmers and reduce dependence on middlemen. Previous research indicates that most smallholders are unaware of market dynamics, the actual demand for their product, and the delimitation of the potential buyer segment.

In addition, it has been shown that there is a weak organization for associative marketing as a result of the deeply rooted individualism in the peasant culture with respect to agricultural processes and the high level of informality in the sales process. On the other hand, agricultural product marketing systems are subject to a variety of components that directly influence prices, including seasonality of production, trading volumes, unfair competition, geographic dispersion of production units, distance from markets, and lack of knowledge of marketing strategies [4].

2.3. Implications of Informational Capabilities in Agricultural Decision-Making

The phenomenon of misinformation raises serious questions for society, consolidating itself as a major barrier limiting farmers’ profitability [16]. Farmers’ informational competencies to use information effectively are linked to information behavior, information technology practices, and the adoption of up-to-date technical information [17].

Smallholder farmers benefit from formal and informal knowledge networks. These networks include agricultural advisors, subsidy programs, and agricultural diversification and are essential for knowledge transfer and innovation. In Europe, smallholder farmers use a combination of formal advisory services and distributed, decentralized networks to access information on agricultural production and diversification, such as agro-tourism [18].

In this context, a lack of access to accurate and up-to-date information can lead to inefficiencies in agricultural production and trade. In Colombia, a study showed that sending text messages with market price information and personalized weather forecasts to smallholder farmers helped in making decisions related to planting and selling crops. However, there was no noticeable impact on sales prices or the market price differential, suggesting that the introduction of new information technologies must be accompanied by other structural supports [19].

2.4. The Role of Communication Systems in the Agricultural Value Chain

Print media, such as newspapers and agricultural bulletins, are preferred in rural areas due to their ability to provide information on a continuous basis without relying on an internet connection or electronic devices. However, these types of media often do not achieve the desired impact for the senders and do not meet the communication needs of the receivers. This development can be attributed to the fact that the information captured through these formats is only accessible in its printed form, which limits the possibility of resolving subsequent issues [20].

Information and communication technologies, such as cell phones and apps, have transformed smallholder farming practices by providing access to critical information on weather, market prices, and crop management. Mobile applications and online platforms allow farmers to access up-to-date information on market prices, weather conditions, and pest and disease management practices [21]. In East Africa, the use of information and communication technologies has had a positive impact on agricultural productivity and input use. Access to ICT-based market information services has significantly improved the use of seeds, fertilizers, and labor productivity, although it has also shown a decrease in labor use due to increased efficiency [22].

Several banana marketing channels have been identified, with the cooperative channel being the one most valued by farmers. The creation of collection centers and the improvement of transportation infrastructure are other alternatives that can facilitate access to more distant markets and increase sales opportunities [17].

Knowledge networks can also include participation in farmer groups and cooperatives, where farmers can access extension services and training. In some cases, cooperatives can negotiate prices and contracts on behalf of their members, which increases their bargaining power and reduces dependence on intermediaries. In addition, cooperatives can facilitate access to high-quality agricultural inputs and financial services, which improves farm sustainability and profitability [23].

In Uganda, smallholder associativity and the development of a market information system have facilitated farmers’ access to better prices and extension services, which has significantly increased their profit margins [24]. This organizational structure has provided farmers with the opportunity to bargain collectively and access wholesale markets that offer more competitive prices compared to traditional intermediaries.

2.5. Accessibility and Use of Information Systems in Developing Countries

The establishment of market information systems allows farmers to receive real-time information on market prices and demand. This reduces the information asymmetry that often benefits middlemen and allows farmers to make more informed decisions about when and where to sell their products. In some cases, farmers can also access training and technical support programs to help them improve the quality of their products and increase their competitiveness in the marketplace [25].

In Colombia, the use of text messaging to provide personalized information on market prices and weather forecasts has proven to be effective in improving decision-making for small banana producers. However, widespread adoption of these technologies requires overcoming barriers such as the cost of the devices and access to training in the use of these tools [19].

A study in Kenya found that the most accessible electronic media for farmers were radio, television, and cell phones, while the least accessible were computers and the internet [26]. Television and the internet also play an important role in information dissemination; however, their use is less frequent due to the cost and availability of the infrastructure involved.

The impact of communication systems has been uneven both globally and within countries. In developed nations, a large part of the rural population has integrated advanced information channels into their daily lives and digital skills, while in other regions, this situation is not so common. As computerization advances, the gap between those who have access to ICTs and those who do not becomes more evident, leaving many in a situation of exclusion. In the case of Latin America, as part of the developing world, one might think that only the most powerful elites take advantage of ICTs. However, the reality is more complex. On the one hand, these technologies can be accessible and effective tools for promoting social inclusion; on the other, their use has become more widespread than expected in disadvantaged sectors, which raises new questions and challenges regarding digital equity.

2.6. Research and Critical Thinking Gap

Despite the fact that the agricultural sector has been the subject of several research studies, there are still notable gaps in the research on information literacy applied to small banana producers in Ecuador. Most studies focus on African and Asian countries, leaving aside the socioeconomic and cultural particularities of the Ecuadorian context. The absence of local data and implementation models adapted to Ecuadorian conditions demonstrates the need to open research avenues that address the structural, economic, and educational barriers faced by these producers.

The research constructs are important for measuring the level of IC development and the impact of communication systems on the management of processes such as fertilization and marketing of agricultural products (see Figure 2). They have great value in identifying relevant problems and, when analyzed together, facilitate the evaluation of progress in development. However, they do not seek to provide a complete picture of the state of the problem or the impact of the interventions made. Instead, they function as a general guide, the interpretation of which depends on the indicators chosen, the definitions employed, and the data used.

Previously, Marchand et al. [27] recognized a connection between IQ and human capabilities. In relation to the framework, an important question arises: Does the growth of a small farmer’s IQ contribute to the development of other skills? In this sense, the focus is on the role of training capabilities as an agent for generating socioeconomic change in the agricultural industry. To answer this question, the IQs of a group of small banana farmers will be studied in order to understand the effect on other aspects of their work, specifically in the processes of fertilization and marketing of their products.

2.6.1. Sources of Information

In the field of information, an information source refers to any tool or resource, in a broad sense, that can help satisfy an information need [28]. As the world is constantly changing, the way people access information is also evolving. One survey revealed that nearly two-thirds of respondents choose to consume news in digital format. Moreover, the data reflect an undeniable increase in this preference: among those who indicate that they prefer to watch the news, the proportion of those who do so online nearly doubled between 2016–2018. This digital access not only diversifies the sources of information available but also has the potential to improve both the scope and quality of the news that the public consumes [29]. As a result, this is likely to contribute to a more informed audience. Therefore, it is possible to posit the proposition that:

P1. 

The higher the level of performance of the ‘Information Sources’ dimension, through diversification of information sources, the more efficient the management of processes related to fertilization and crop trade will be.

2.6.2. Information Evaluation

Maity et al. (2014) posit that the act of searching for information is a dynamic process that is constantly changing, influenced by user needs, temporal particularities, and available tools. Over the last decades, multiple studies have investigated user behavior to identify the sources and channels they use most frequently and to recognize the dynamics that guide their search [30]. In addition, the perceived credibility and trustworthiness of content and content providers are determining factors in the selection of information [31].

The perception of the reliability of the information transmitted by information sources is closely linked to their credibility—but what factors underlie it? This confidence can have its origin in multiple underlying aspects. On the one hand, the credibility of a source could be influenced by how people value journalistic ethics, considering compliance with standards and procedures that validate information as “truthful”. On the other hand, it could depend on the level of affinity between an individual’s political perspective and the ideological orientation of the news source [32]. Likewise, the phenomenon of confirmation bias may play a relevant role since the congruence between the information and the previous beliefs of the receiver tends to consolidate such convictions, thus reinforcing the perception of reliability. Based on this, the following proposition is proposed:

P2. 

The higher the level of performance of the information evaluation dimension, through the identification of reliable and relevant sources, the more efficient will be the management of processes related to fertilization and crop trade.

2.6.3. Informative

Within the theoretical approach, it is proposed that communication systems do not have a direct impact on the quality of life of disadvantaged communities, but rather, their influence is indirect and mediated by a complex process. The relationship between communication systems, access to information, human capabilities, and well-being is neither linear nor causal. On the contrary, these interactions are multidimensional and must be interpreted within a broader framework that considers sustainable human development at its core. According to the impact chain, the development of informational skills from the meaningful use of communication systems depends on certain main elements as follows: (a) the strengthening of available informational capital and (b) improvement in the ability of people, both individually and as a group, to use information effectively [33,34]. Given these theoretical premises, the following proposition is addressed:

P3. 

The higher the level of performance of the ‘Informative’ dimension, especially through the recognition of information needs and the strengthening of the ability to localize it, the more efficient the management of processes related to fertilization and crop trade will be.

2.6.4. Social

Entrepreneurial and community skills have been identified as fundamental pillars for fostering cooperation, knowledge sharing, and resilience in the face of market fluctuations. In the agricultural sector, these skills enable producers to improve the management of their resources, identify new commercial opportunities, and consolidate support networks in their communities. According to the literature, these skills not only optimize agricultural and commercial practices but also promote sustainable development by integrating social and environmental criteria into business management [34].

Previous studies mention that fluent communication facilitates access to critical data on prices, market demands, and commercial opportunities while strengthening relationships of trust between producers, intermediaries, and consumers. Together, the development of these social competencies enables producers to overcome structural barriers, integrate into fairer value chains, and generate sustainable economic impacts for their communities. Based on these premises, the preposition is that:

P4. 

The higher the level of performance of the ‘Social’ dimension, through the diversification of information sources, the more efficient will be the management of processes related to fertilization and crop trade.

2.6.5. Economic

The incorporation of communication systems into everyday activities and service provision has the potential to generate beneficial and transformative effects. Based on the advantages provided by communication systems, it can be argued that communication systems can empower an individual economically based on the following indicators: ease of marketing, access to different markets, increased investment in agriculture, and increased income generated from the sale of products [35]. Because of these premises, the following preposition arises:

P5. 

The higher the level of performance of the ‘Economic’ dimension, through effective participation in the market, the more efficient will be the management of processes related to fertilization and crop trade.

3. Research Methodology

3.1. Description of the Study Area

This study was carried out in the Republic of Ecuador, continental region, in the provinces of Guayas and Los Ríos (Figure 3). The choice of these areas is closely aligned with the objectives of the research, which aims to evaluate the informational capacities of banana producers in areas that have historically been little studied. Both provinces share similar climatic conditions and have a high concentration of producers, which makes them a favorable scenario for analyzing information management in small-scale producers.

Guayas is delimited in the northern region by the territory of Manabí and in the south by the districts corresponding to El Oro and the Pacific Ocean, covering an area of approximately 17,139 km². The minimum altitude is 0 m above sea level, and the maximum altitude is 100 m above sea level. The average annual temperature is 25 °C.

Los Ríos, geographically located in the center of the country, is demarcated in the north by the province of Santo Domingo de los Tsáchilas and in the south by the Guayas territory, covering an area of 7205 km². The minimum altitude is 5 m above sea level, and the maximum altitude is around 200 m above sea level. The annual temperature is generally between 22 °C and 31 °C.

3.2. Sampling and Data Collection

For data collection, face-to-face interviews were conducted with small banana producers in the provinces of Guayas and Los Ríos. Data collection was carried out between the months of March and May 2024, coinciding with the high season of fertilization and trade in small banana producers in Ecuador. The total sample size was set at 50 individuals, with 25 individuals for each group of interest (Figure 4).

Data for this study were collected through a structured survey conducted in small Musa paradisiaca plantations in the provinces of Guayas and Los Ríos. A non-probabilistic sampling technique was used, selecting a sample of owners managing plots of up to 10 hectares. No financial incentives were provided to the participants; however, the purpose of the study was explained in detail, and confidentiality of the responses was guaranteed, which encouraged voluntary collaboration focused on their real experiences.

The questionnaire was divided into two parts: the first part collected demographic information from the participants: gender, age, marital status, education level, experience, ownership, and size of the property operated. The second part compiled the respondents’ perceptions of their access to and use of the media in the marketing of their product. For this purpose, 16 items were adapted from the survey and validated and implemented in the study by Magesa et al. [35]. This study focused on five dimensions as follows: information sources (1), information evaluation (2), informational (3), social (4), and economic (5) (Figure 5). These categories were integrated in order to understand the informational competencies of the interviewees, each one composed of different indicators (

Table 1. Indicators of information competencies.

Dimension	Objective	Indicator Code	Description of Indicator
Sources of information	Promote diversity of information sources to improve people’s search skills	A1	Print media
		A2	Electronic media
		A3	Advanced search strategies
Evaluation of information	Identify reliable and relevant sources to improve human capabilities in various contexts.	B1	Quality of information resources
		B2	Updating of information
		B3	Recognition of relevant authors
Informative	To develop information skills in people, which allow them to apply information effectively in different contexts	C1	Recognition of information needs
		C2	Ability to locate information
		C3	Sales in different markets
		C4	Better prices
Social	Enhance human capital through the enrichment of skills, knowledge, job skills, and the maintenance of good health	D1	Business and community skills
		D2	Communication with others
		D3	Empowerment in agricultural marketing
Economic	To increase people’s ability to integrate and participate effectively in the marketplace	E1	Ease of commercialization
		E2	Access to different markets
		E3	Investment in agriculture

), and to interrelate their effect on fertilization and trade strategies.

Closed-ended questions were asked during the interview. Perceptions, both positive and negative, were extrapolated using a 5-point Likert scale. The measurement tool implemented made it possible to quantify the respondents’ attitudes using a scale assigning values from 1 to 5, with the following categories: 1 = ‘never’, 2 = ‘rarely’, 3 = ‘sometimes’, 4 = ‘frequently’, and 5 = ‘always’. These scales were applied to all qualitative indicators, ensuring a consistent and systematic evaluation of the attitudes analyzed.

3.3. Soil Sample Collection

Soil samples were collected by random selection from 10 banana plantations located in the province of Guayas and 10 plantations in the province of Los Rios, whose managers participated in this research. All of the selected plantations were in the vegetative stage of plant growth. Sampling was carried out using the palín sampling method. For each sampling point, a systematic grid design was used. Finally, the samples obtained from each sampling point were combined to obtain a representative composite of each property [36].

3.4. Soil Evaluation

A chemical analysis of the soil samples collected in the provinces of Guayas and Los Ríos was carried out to determine the concentration of aluminum (Al), calcium (Ca), magnesium (Mg), potassium (K), phosphorus (P), copper (Cu), and iron (Fe). The tests were carried out at the facilities of Empresa Ecuahidrolizados S.A.S (Guayaquil, Ecuador).

3.4.1. Aluminum Concentration

The amount of exchangeable aluminum (Al) in the soil was estimated by the method of Yuan [37], which uses 1M KCl as an extractant. This procedure aimed to neutralize the soil extract and promote the release of acid ions (Al⁺). Measurements were performed by manual titration.

3.4.2. Calcium, Magnesium, and Potassium Concentration

The extraction of exchangeable calcium (Ca), magnesium (Mg), and potassium (K) was calculated under the 1N ammonium acetate (AA) method at pH 7 conditions [38]. This method is based on the ability of ammonium acetate to replace the cations adsorbed in the soil matrix, releasing them into a liquid solution for analysis. Subsequently, the concentrations of the extracted cations were determined spectrophotometrically.

3.4.3. Phosphorus Concentration

The estimation of available exchangeable phosphorus (P) in the different soil samples was carried out using Olsen’s method [39]. For this purpose, a 0.5M sodium bicarbonate solution (NaHCO₃), adjusted to a pH of 8.5, was used to extract the available phosphorus. The procedure involved mixing a known amount of soil with the extractant solution at a soil/solution ratio of 1:20, followed by constant stirring for 30 min at room temperature. After extraction, the liquid was filtered to separate solid particles. The extracted phosphorus was quantified by a colorimetric method, using ammonium molybdate reagent in an acidic medium to form a molybdenum blue complex.

3.4.4. Copper and Iron Concentration

The availability of exchangeable copper (Cu) and iron (Fe) was quantified using the DTPA (diethylenetriamine pentaacetic acid) technique, whose aminopolycarboxylic acid acts as a chelating agent, promoting the formation of soluble complexes with certain metals. The procedure involved the preparation of a 0.005 M DTPA solution in a medium buffered with calcium bicarbonate and triethanolamine, adjusted to a pH of 7.3. A defined amount of soil was mixed with the extractant solution in a standard ratio (usually 1:2), and the mixture was stirred for an extraction time of 2 h at room temperature. The resulting extract was filtered, and the concentrations of Cu and Fe were analyzed spectrometrically.

3.5. Data Analysis

A benchmark scale approach was used for the impact assessment. As mentioned above, a score from 1 to 5 was used. Each scale level was given a custom value according to its judged distance from the other scale levels, with the 0 weighting representing a neutral performance.

The responses obtained from the survey were submitted to SPSS statistical software (version 26.0.0.0.0) for tabulation and analysis. After collecting and tabulating the data, performance points for each performance point were determined for each indicator and category, which were segmented according to interest groups. Data visualization tools were used to synthesize and communicate the findings.

Additionally, the results of the soil analyses were evaluated using an analysis of variance (ANOVA) to identify the statistically significant differences between the participating groups, using a significance level set at p < 0.05. Subsequently, Duncan’s multiple comparison test (p < 0.05) was applied to determine specific differences between groups, providing a more detailed interpretation of soil fertility and its influence on agricultural yield.

4. Results and Discussion

4.1. Characteristics of Small Banana Farmers

Table 2. Demographic profile of respondents.

	Frequency	Relative Frequency	Cumulative
Gender
Male	36	72%	72%
Female	14	28%	100%
Age (years)
18–28	9	18%	18%
29–39	7	14%	32%
40–50	13	26%	58%
51–60	8	16%	74%
>61	13	26%	100%
Marital status
Singer	8	16%	16%
Married	17	34%	50%
Divorced	6	12%	62%
Widowed	3	6%	68%
Cohabitant	16	32%	100%
Level of education
No education	4	8%	8%
Primary school	9	18%	26%
Junior high school	14	28%	54%
Secondary education	16	32%	86%
Higher education	7	14%	100%
Agricultural experience (years)
<1	5	10	10%
1–5	6	12%	22%
5–10	6	12%	34%
10–20	9	18%	52%
>20	24	48%	100%
Ownership status
Leassed	4	8%	8%
Partially leased	6	12%	20%
Borrowed	11	22%	42%
Inherited	13	26%	68%
Owned	16	32%	100%
Property size (ha)
<1	10	20%	20%
1–3	17	34%	54%
4–6	12	24%	78%
7–9	7	14%	92%
10	4	8%	100%

describes some of the key demographic characteristics and profiles of the small banana farmers who participated in this study. According to the tabulation of the data, 72% of the participants were men compared to 28% who were women. These values are close to the INEC records [1], whose results are based on a survey conducted in the territory in 2021. The most prevalent age groups were 40–50 and >61 years, with a frequency of 26% each. Regarding the level of education, 32% reported having a second-cycle education, and 28% had a first-cycle education. The predominant agricultural experience consisted of more than 20 years of agricultural work (48%), and the least frequent was less than one year (10%). On the other hand, 8% rented a property in its entirety, 12% rented a property partially, 22% worked on a borrowed property, 26% worked on an inherited property, and 32% owned their own property.

4.2. The Impact of Information Capabilities on Marketing

Table 3. Grouped results for the interest group. Performance points of information capabilities among stakeholders and their involvement in business strategies.

Dimension	Indicator	Stakeholder Group
		P.R.G.	P.R.L.
Sources of information	Printed media	3.80	3.44
	Electronic media	3.88	3.64
	Advances search strategies	1.84	2.04
Evaluation of information	Quality of information resources	3.32	3.16
	Update of information	3.40	3.08
	Recognition of relevant authors	3.32	2.52
Informative	Recognition of information needs	3.48	3.48
	Ability to locate information	3.40	3.44
	Sales in different markets	3.08	3.16
	Best prices	3.28	3.04
Social	Entrepreneurial and community skills	3.24	3.12
	Communication with others	3.76	3.52
	Empowerment in agricultural marketing	3.48	3.16
Economic	Ease of marketing	3.44	3.32
	Access to different markets	3.36	3.32
	Investment in agriculture	3.48	3.44

Note. P.R.G.: performance point for small farmers in the province of Guayas; P.R.L.: performance point for small farmers in the province of Los Rios.

presents the first analysis representing the performance points of the dependent variable as a function of 16 indicators of informational competencies. Values above 3 points indicate perceptions above the ‘Sometimes’ frequency. Mean scores for the main study variables were between 3.16 and 3.49 on a 5-point Likert scale for the Guayas and Los Rios interest groups, respectively. Content validity was determined by calculating Cronbach’s alpha, obtaining a generalized reliability of 0.95.

In general, the results of this study reveal a positive correlation between informational competencies and efficiency in trading strategies, particularly in the province of Guayas. A generalized decrease in the performance points of the participants from Los Ríos was also found as a consequence of the effect of the limited use of information sources on social and economic factors. The majority of farmers do not implement advanced search strategies to search for agricultural information, with a predominance of the response ‘Sometimes’, which can be attributed mainly to lack of knowledge, lack of resources to access an electronic device, or limited time. Regarding the quality of information resources, farmers in Guayas showed a greater emphasis on obtaining more reliable sources from relevant authors in the agricultural field.

Nametshego et al. [40] conducted a systematic review of the literature on digital solutions developed to serve the agricultural sector. The authors concluded that many producers, particularly those engaged in small-scale production, are beyond the reach of digital solutions. The digital agriculture ecosystem is composed of six main elements as follows: digital platforms, business model innovation, digital literacy and skills, the Fourth Industrial Revolution (4IR), and accessibility. Despite the existence of digital platforms and tools designed to optimize production and improve access to agricultural information, limited digital literacy and high service costs continue to be predominant barriers for this group of people.

The social dimension, framed in the effect of communication on marketing, revealed that participants from Guayas have a higher index in the perception that the media contribute to improving their interaction with other people to share business issues, the ability to communicate with other people interested in agricultural information and, in addition, empowerment.

In the study by Zhu et al. [41], the impact of agricultural cooperatives on collective action was examined from a socioecological perspective. The findings revealed that, through collective decision-making and internal monitoring mechanisms, agricultural cooperatives have the capacity to empower farmers, enabling them to integrate the necessary resources to facilitate collective action and promote the equitable sharing of risks and benefits.

Figure 6 shows the second analysis of the data collected on the perception of small banana producers regarding the impact of information on the marketing of their product, organized in the form of a pentagonal radial graph. The pentagonal structure was chosen in reference to the five dimensions addressed. A graph of the producers in each province is shown. The results of the research reveal that in the province of Guayas, there is a slight prevalence (3.17) in the use of printed or digital media as sources of information compared to the province of Los Ríos (304). Similarly, in the other dimensions, the province of Guayas stands out.

The results showed that participants from Los Ríos (3.04) spend less time using the media as sources of information and also give less importance to the use of quality and updated information. On the other hand, Guayas farmers reported a greater recognition of information needed to obtain information on agricultural markets for the product they needed to sell, as seen through Dim3 (3.31), and a greater capacity to locate the required information, which, in turn, according to the results, implied an improvement in the social activities typified in Dim4 (3.49) and greater ease in the commercialization of agricultural products in Dim5 (3.43).

Farmers in Guayas province demonstrated a greater affinity towards the use of diverse sources of information (3.17), as well as a strong capacity to integrate information into their agricultural and social practices. However, in both regions, inhabitants recognized a low use of the media to acquire agricultural information related to sale prices. This willingness to use multiple sources suggests an adaptability and proactivity in seeking relevant information to improve their farming techniques and marketing strategies.

Zanello and Srinivasan [42] concluded that radio and mobile telephony play an important role in increasing the flow of commercial information. However, the impact of price data reliability is limited. The quality of price data is still mainly determined by the sources farmers use to access this information. Extension agents, who provide direct advice to producers, are considered to be the most reliable sources of price data, ahead of the mass media. This pattern suggests an urgency in developing a more efficient and structured rural communication system. This tool would not only strengthen farmers’ capacities to negotiate better conditions but would also increase the competitiveness and profitability of the agricultural market.

The economic dimension, which showed discrepancies in behavior according to the province analyzed, highlights the shared importance of financial viability in agricultural decisions. These results are consistent with the economic literature on poverty and underscore the need for training and support strategies that are tailored to the demographic characteristics and experience of farmers, thus promoting greater efficiency in banana marketing strategies by producers.

Information capabilities may be strongly correlated with demographic factors, and experience emerges as one of the most notable. Experience and age had a notable influence on the preference for traditional methods of obtaining information. Previous research has reported that farmers with more than 20 years of experience have greater confidence in their accumulated knowledge and conventional approaches, which restricts the adoption of new technologies. In addition, a recent study by Reid et al. [43] found that as people age, they experience increased anxiety, fear resistance, and even technophobia associated with the use of digital devices and systems. Conti et al. [10] identified the agricultural sector’s resistance to change as a complex interaction of factors, including integrated technologies, individual attitudes, and institutional environments. This trend was evident in this study, highlighting a widespread resistance to change among more experienced farmers [44].

In one of the first articles on the subject, Ginmen [45] defined information culture as a culture in which “the transformation of intellectual resources runs parallel to the transformation of material resources”. According to this author, the main resources involved in this transformation process are knowledge and information. The result is a processed intellectual product, essential for material activities to develop effectively and positively. Through interviews with 39 CEOs, Ginman identified a direct connection between information culture, the business life cycle, and interest in the strategic use of information. A well-developed information culture was linked to organizational practices that were conducive to successful business performance. Ginman concluded that information culture should be a strategic, planned objective, just like the transformation of physical resources.

Ginman’s work initiated research such as that of Grimshaw [46], who explored how information culture impacts business performance in a study supported by the British Library R&D Department.

The results obtained consistently support the five propositions put forward in this study. First, it was observed that the diversification of information sources (P1) contributed significantly to greater efficiency in fertilization and trade, as evidenced by the producers of Guayas, who used digital and printed media in a complementary manner. In addition, the adequate evaluation of the quality and relevance of information sources (P2) allowed for more effective commercial decisions, especially in price negotiation and access to international markets. In terms of the information dimension (P3), producers who identified their information needs and located specific data achieved a notable optimization in their agricultural and commercial practices. The social dimension (P4) showed its impact through collaboration in community networks, which facilitated the exchange of resources and improved commercial strategies. Finally, in the economic dimension (P5), effective participation in markets that are based on informed integration resulted in greater profitability and sustainability, especially in comparison with the limitations observed in Los Ríos producers. These findings reinforce the relevance of informational capacities in the integral improvement of agricultural and commercial management.

The findings of this study have the potential to undoubtedly contribute to strengthening agricultural trade in rural areas by demonstrating the impact of information capabilities on the economic and social performance of small farmers. The comparative analysis identified regional differences in access to and use of information sources, the indices of which can serve as a basis for the development of initiatives to promote digital literacy and equitable access to technological tools, fundamental elements for increasing competitiveness and ensuring the sustainability of the agricultural sector in a constantly changing environment.

4.3. Evaluation of Soil Nutrition in Banana Plantations at Microscale

The results of the soil analysis, presented in

Table 4. Results of the chemical analysis of the soil of different banana plantations at microscale.

Mineral	Place
	ASG	ASL
Al [c/mol(+)/L]	1.21 ± 0.34	0.66 ± 0.15
Ca [c/mol(+)/L]	18.39 ± 1.08	27.20 ± 2.01
Mg [c/mol(+)/L]	8.67 ± 0.53	2.01 ± 0.45
K [c/mol(+)/L]	0.87 ± 0.14	0.19 ± 0.09
P (mg/L)	25.17 ± 4.07	12.22 ± 6.68
Cu (mg/L)	6.72 ± 1.50	16.38 ± 2.86
Fe (mg/L)	26.47 ± 4.15	33.61 ± 4.24

, were categorized according to the province of origin. In the province of Guayas, the average concentrations of aluminum, magnesium, potassium, and phosphorus were 1.21 cmol(+)/L, 8.67 cmol(+)/L, 0.87 cmol(+)/L, and 25.17 mg/L, respectively. These values exceeded and conformed to the recommendations established for banana cultivation by various agricultural control agencies. In contrast, the concentrations of these elements in the province of Los Rios did not reach the suggested optimal ranges.

Regarding the levels of calcium, copper, and iron, the properties located in Los Rios showed values within the optimal ranges, which denotes deficiencies in the plantations in Guayas. These results highlight the persistent inefficiency in mineral management on smallholder farms, which has implications beyond the visible symptoms on plants, severely affecting fruit yields.

Banana farms in Guayas exhibited a greater adjustment to the optimal fertilization ranges, which may be associated with a high agricultural adaptability to the information received through multiple sources of information. This is similar to the observations of Velázques et al. [47], who found that farmers in Mexico with access to technology showed a greater willingness to integrate new sources of information to improve their farming practices. However, the same authors also identified a significant barrier due to a lack of access to technology, an aspect not as prevalent in our study.

Other researchers argue that small farmers find it difficult to increase their production levels and marketing efficiency due to the scarcity of resources and technologies suited to their needs, as well as their limited economic capital, which represents a barrier to the adoption of new technologies. In this context, farmers would only be willing to adopt technologies, such as digital media, if the new techniques guarantee an adequate economic return previously proven in neighboring sectors [48].

A living wage, recognized as a fundamental right of all workers and guaranteed by the Ecuadorian Constitution, is often interpreted divergently by management interests in most banana plantation companies; however, despite the existence of Ecuadorian policies (Figure 7) aimed at improving labor conditions in this sector, poor communication between the different actors is the main problem that perpetuates adverse conditions for workers.

Insufficient communication channels hinder the effective implementation of policies, which contributes to perpetuating problems such as job insecurity, inadequate labor relations, lack of adequate occupational health and safety facilities, poor quality of health care, low incomes, and excessive workloads and targets. These problems do not manifest themselves in isolation but are deeply interrelated, evidencing a multidimensional nature [49].

It is evident that a well-developed information management system in agriculture correlates positively with successful productive and economic performance. This system is closely related to the ability of farming practices, organizational strategies, and attitudes toward innovation to generate favorable results. From this point of view, for a change in farming practices to be successful, it is important to maintain flexibility in the approaches adopted. Factors such as the prevailing farming culture, access to information, and the level of technological literacy must be adjusted to the conditions of each region. Farms that have managed to adapt smoothly to new technologies or production practices are usually those that have implemented flexible strategies, enabling them to improve their efficiency and resilience to changes in the market or climate.

This experimental study found that banana micro-producers living in areas with greater use and accessibility to communication systems are more likely to be successful in terms of knowledge management and, therefore, in crop management. In terms of contributions to the current literature, the correlation between technology and rural development can open a new line of analysis focused on the differential impact of these tools on small and medium producers. In addition, this study provides useful evidence for the design of public policies aimed at digital inclusion in agricultural sectors, especially in regions with connectivity limitations.

5. Conclusions

The information capacities of banana producers in Guayas, organized around five dimensions, registered the highest values in all the categories evaluated. This stakeholder group reported a greater recognition of information needs and the perception that the media improves interaction for sharing agricultural information. Informational behavior had a positive effect on business tactics, implying an increase in social activity performance points and greater ease of marketing agricultural products.

The influence of the media, both print and electronic, plays an important role in creating favorable chemical conditions for banana cultivation, particularly with regard to fertilization. The soil analysis revealed a direct relationship between the informative capacity of the producers and the level of efficiency in the fertilization process of the cultivation plots. In the banana farms of the Los Ríos region, whose owners showed a lower capacity to access and use information, fertilization was observed to be less aligned with the nutritional requirements of the banana plants.

Technical communication is a fundamental component for improving productivity in the trade and fertilization of banana soils. However, it cannot be considered as the only element that influences the efficient development of these processes. There are other factors (located in the social and informational categories) that are also closely related to the management of trade and fertilization activities. Among these factors, technophobia and experience constitute barriers that generate generalized resistance to change and to the adoption of new technologies, especially among producers in transition to old age.

5.1. Practical Implications

The identification of discrepancies in the factors that limit the information capacities of small banana producers, according to the Ecuadorian region studied, exposes the importance of promoting policies aimed at implementing more inclusive information dissemination strategies tailored to the characteristics of different groups of producers. To maximize the impact of the findings, it is recommended to implement local workshops that train small banana producers in advanced information search strategies, soil analysis, and the use of digital technologies, such as mobile applications and online platforms, to obtain updated data on fertilization and market prices. In addition, it is essential to design public policies that subsidize access to technological tools and encourage training programs in digital skills, complemented by agricultural extension systems that offer regular soil analyses. Finally, the agricultural industry could develop collaborative platforms that directly connect producers with national and international markets, reducing dependence on intermediaries and establishing incentive programs for those who adopt sustainable practices based on technical data, thus promoting more competitive and sustainable agricultural yields.

5.2. Limitations

• The number of producers surveyed could be a limited sample for extrapolating the results of patterns and trends at a statistical level.
• The categories included in the survey may not represent the totality of factors affecting information capabilities.
• The soil analyses were carried out in properties located in two Ecuadorian provinces, so the fertilization levels found do not guarantee their replicability in farms in other regions of the country.

5.3. Future Perspectives

• Expand the representativeness of the study by including a larger number of producers, covering several provinces, and using the stratified sampling technique in order to ensure adequate representation of the subgroups within the banana community.
• To explore the interaction of new factors, such as culture, in the perception and adoption of technological tools for agricultural purposes, to include social aspects not contemplated in this study.
• To extend the geographical scope of the soil analysis to banana farms located in different regions of the country, with the intention of including the analysis of variations in fertilization levels according to the soil and climatic characteristics of each zone.