Sprout Up Movement: Strategy Formulation Based on Factors Influencing Youth Intent to Pursue Agriculture
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Dec 27, 2024
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Abstract
Analysts predict the Philippines will face a deficit of farmers in the next 10 to 12 years, as the average age of farmers is 55 to 59 years. This challenges food security, with fewer youth interested in agriculture. To address this, the Sprout Up Movement was launched in 2022 to highlight the personal stories of those in agriculture through social media, to rebrand agriculture and engage young people. Theory of Planned Behavior argues that perceived behavioral control (PBC), including employment opportunities and personal confidence, significantly impacts attitudes toward agriculture, affecting subjective norms and intention to pursue an agriculture-related degree. A surprising finding is the indirect relationship between PBC and intention, mediated by attitude, a connection not widely explored in existing research. Strategies were developed using pseudo-quantitative methods like Internal Factor Evaluation and External Factor Evaluation, along with the I-E Matrix, SWOT Matrix, and Quantitative Strategy Planning (QSP) Matrix. The QSP matrix suggests the best path forward for the Sprout Up Movement involves expanding and building partnerships with higher education institutions and enhancing social media content to highlight employment opportunities and boost the youth’s confidence to pursue agriculture-related careers.
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References
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Schacter, D.L., & Szpunar, K.K. (2015). Enhancing attention and memory during video-recorded lectures. Scholarship of Teaching and Learning in Psychology, 1(1): 60. https://doi.org/10.1037/stl0000011
Schmid, R.F., Bernard, R.M., Borokhovski, E., Tamim, R.M., Abrami, P.C., Surkes, M.A., & Woods, J. (2014). The effects of technology use in postsecondary education: A meta-analysis of classroom applications. Computers & Education, 72: 271-291. https://doi.org/10.1016/j.compedu.2013.11.002
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Stockwell, B.R., Stockwell, M.S., Cennamo, M., & Jiang, E. (2015). Blended learning improves science education. Cell, 162(5): 933-936. https:// doi.org/10.1016/j.cell.2015.08.009
Suhendah, R., Angelina, A., Ricardo, R., & Stevansyah, N. (2022). MSME business management and development with IFE-EFE matrix. Journal of Innovation and Community Engagement, 3(3): 175-188. https://doi.org/10.28932/ice.v3i3.4786
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Amadi, N.S. & Adejoh, G. (2020). Strategies for re-orienting agricultural education towards hands-on experience in Rivers State Universities. GSC Advanced Research and Reviews, 5(3):064073. https://doi.org/10.30574/gscarr.2020.5.3.0114
Campos, I., & Marín-González, E. (2020). People in transitions: Energy citizenship, prosumerism and social movements in Europe. Energy Research & Social Science, 69, 101718. https://doi.org/10.1016/j.erss.2020.101718
Commission on Higher Education. (2022). Center of Excellence and Center of Development Programs. https://ieducationphl.ched.gov.ph/wp-content/uploads/2022/02/List-of-Centers-of-Excellenceand-Development.pdf
David, F.R. (2011). Strategy Analysis and Choice. In: Strategic management concepts and cases. 13th Edition. Upper Saddle River, New Jersey: Prentice Hall. pp. 177-195.
de Leon, T.J.P., Orcullo, L.G.F., & Manalo IV, J.A. (2023). What is the current thinking on youth and agriculture in the Philippines? Rice-Based Biosystems Journal,11: 83-95. https://www. researchgate.net/profile/Jaime-Manalo/publication/376190614
Ekwueme, C.O., Ekon, E.E., & Ezenwa-Nebife, D.C. (2015). The Impact of Hands-On-Approach on Student Academic Performance in Basic Science and Mathematics. Higher education studies, 5(6): 47-51. https://doi.org/10.5539/hes.v5n6p47
Franklin, S., & Peat, M. (2005). Virtual versus real: an argument for maintaining diversity in the learning environment. International Journal of Continuing Engineering Education and Lifelong Learning, 15(1-2): 67-78. https://doi.org/10.1504/IJCEELL.2005.006793
Gayatri, G., Alversia, Y., & Astuti, R.D. (2013). The Influence of Attitude and Subjective Norms on Student’s (Future) Intention and Future Decision of Higher-Level Studies: A Case Study of Five Universities with BHMN Status in Indonesia. ASEAN Marketing Journal, 2(1), Article 4. https://doi.org/10.21002/amj.v2i1.1991
Gimeno-Arias, F., Santos-Jaén, J.M., PalaciosManzano, M., & Garza-Sánchez, H.H. (2021). Using PLS-SEM to analyze the effect of CSR on corporate performance: the mediating role of human resources management and customer satisfaction. An empirical study in the Spanish food and beverage manufacturing sector. Mathematics, 9(22): 2973. https://doi.org/10.3390/math9222973
Grand View Research. (2024). Education Technology Market Size, Share & Trends Analysis Report By Sector (Preschool, K-12, Higher Education), By End-use (Business, Consumer), By Type, By Deployment, By Region, And Segment Forecasts, 2024 -2030. https://www.grandviewresearch.com/industry-analysis/education-technologymarket
Hair Jr., J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hoag, A., Grant, A.E., & Carpenter, S. (2017). Impact of media on major choice: Survey of communication undergraduates. Nacada Journal, 37(1): 5-14. https://doi.org/10.12930/NACADA-15-040
Holstermann, N., Grube, D., & Bogeholz, S. (2010). Hands-On Activities and Their Influence on Student’s Interest. Research Science Education, 40: 743-757. https://doi.org/10.1007/s11165-0099142-0
Howe, S. (2024), May 3. Social Media Statistics in the Philippines. Meltwater. https://www.meltwater.com/en/blog/social-media-statisticsphilippines
Hsin, W.J., & Cigas, J. (2013). Short videos improve student learning in online education. Journal of Computing Sciences in Colleges, 28(5): 253-259. https://dl.acm.org/doi/10.5555/2458569.2458622
Jafari, P., & Aliesmaili, A. (2013). Factors influencing the selection of a university by high school students. Journal of Basic and Applied Scientific Research, 3(1): 696-703. https://www.researchgate.net/publication/357826984
Koivisto, M. (2020). Self-Directed Adult Learners and the Paradox of Choice. Proceedings of the 13th International Conference on E-Learning in the Workplace. Based in New York, NY, USA June 10-12, 2020.
Kusumawati, A. (2013). A qualitative study of the factors influencing student choice: The case of public university in Indonesia. Journal of Basic and Applied Scientific Research, 3(1): 314-327. https://www.semanticscholar.org/paper/AQualitative-Study-of-the-Factors-InfluencingThe-Kusumawati/5ac549e87db3e715b028a754b6959882cf7bb037
Leclezio, L., Jansen, A., Whittemore, V.H., & de Vries, P.J. (2015). Pilot validation of the tuberous sclerosis-associated neuropsychiatric disorders (TAND) checklist. Pediatric Neurology, 52(1): 16-24. https://doi.org/10.1016/j.pediatrneurol.2014.10.006
Means, B., Toyama, Y., Murphy, R., Bakia, M., & Jones, K. (2010). Evaluation of evidence-based practices in online learning: A meta-analysis and review of online learning studies. http://repository.alt.ac.uk/id/eprint/629
Mercado, K.M.P. & Osbahr, H. (2023). Feeding the Future: Knowledge and Perceptions of the Filipino Youth Toward Agriculture. Asian Journal of Agriculture and Development, 20(2): 31-50. https://doi.org/10.37801/ajad2023.20.2.3
Petyrosyan, A. (2024). Worldwide digital population 2024. Statista. https://www.statista.com/statistics/617136/digital-population-worldwide
Potishuk, V., & Kratzer, J. (2017). Factors affecting entrepreneurial intentions and entrepreneurial attitudes in higher education. Journal of Entrepreneurship Education, 20(1). https://www.abacademies.org/articles/factors-affectingentrepreneurial-intentions-and-entrepreneurialattitudes-in-higher-education-1528-2651-20-1102.pdf
Professional Regulation Commission. (2023). November 2023 Agriculturist Licensure Exam LEA Results: Top Schools. PRC Board. https://www. prcboard.com/november-2023-agriculturistlicensure-exam-lea-results-top-schools
Sadjail, S.I., Sansawi, D., & Matolo, M.A. (2022). Factors Influencing Students in Choosing their College Course. Psychology and Education: A Multidisciplinary Journal, 3(8): 697-700. https://doi.org/10.5281/zenodo.6994851
Santos, E.A.D., & Almeida, L.B.D. (2018). To pursue a career in accounting or not: a study based on the Theory of Planned Behavior. Revista Contabilidade & Finanças, 29(76): 114-128. https://doi.org/10.1590/1808-057x201804890
Schacter, D.L., & Szpunar, K.K. (2015). Enhancing attention and memory during video-recorded lectures. Scholarship of Teaching and Learning in Psychology, 1(1): 60. https://doi.org/10.1037/stl0000011
Schmid, R.F., Bernard, R.M., Borokhovski, E., Tamim, R.M., Abrami, P.C., Surkes, M.A., & Woods, J. (2014). The effects of technology use in postsecondary education: A meta-analysis of classroom applications. Computers & Education, 72: 271-291. https://doi.org/10.1016/j.compedu.2013.11.002
Southeast Asian Regional Center for Graduate Study and Research in Agriculture. (2023). Aging farmers could add to food insecurity. https://www.searca.org/press/aging-farmers-could-add-foodinsecurity
Stockwell, B.R., Stockwell, M.S., Cennamo, M., & Jiang, E. (2015). Blended learning improves science education. Cell, 162(5): 933-936. https:// doi.org/10.1016/j.cell.2015.08.009
Suhendah, R., Angelina, A., Ricardo, R., & Stevansyah, N. (2022). MSME business management and development with IFE-EFE matrix. Journal of Innovation and Community Engagement, 3(3): 175-188. https://doi.org/10.28932/ice.v3i3.4786
Taylor, T., & Geldenhuys, S. (2019). Using partial least squares to measure tourism students’ satisfaction with work-integrated learning. Tourism-perspectives and practices, 1-20. https://www.intechopen.com/chapters/65251
Thorson, K., Cotter, K., Medeiros, M., & Pak, C. (2021). Algorithmic inference, political interest, and exposure to news and politics on Facebook. Information, Communication & Society, 24(2): 183-200. https://doi.org/10.1080/1369118X.2019.1642934
Turnheim, B. & Geels, F.W. (2012). Regime destabilisation as the flipside of energy transitions: Lessons from the history of the British coal industry (1913–1997). Energy policy, 50: 35-49. https://doi.org/10.1016/j.enpol.2012.04.060
Villamayor-Tomas, S., García-López, G., & D'Alisa, G. (2022). Social movements and commons: In theory and in practice. Ecological Economics, 194, 107328. https://doi.org/10.1016/j.ecolecon.2021.107328
Yusoff, M.S.A., Wan Mohamed, W.N., Mohamed, Z., & Abdul Muin, N. (2022). Intention to Choose Education Course in UiTM Using Theory of Planned Behaviour (TPB). Proceedings, 81(1): 40. https://doi.org/10.3390/proceedings2022082040