Uses and Gratification of Facebook Users among Urban Agriculture Practice in a Metropolitan Area in the Philippines

Abstract

Applying the Uses and Gratifications Theory, this study examined the motivating factors that affect the use of Facebook among urban agriculture practitioners. An online and paper-and-pencil survey was conducted among 100 urban agriculture practitioners in a metropolitan area in the Philippines from August 29 to October 9, 2025. The data were analyzed using descriptive statistics and Spearman Rank- Order Correlation for the relationship of variables. The practitioners mostly use Facebook to browse on tips and best practices in the industry. Furthermore, they consume, share, and engage with content posted by government agencies, private companies, and non-government organizations. Facebook satisfies the needs of urban agriculture practitioners in terms of information, entertainment, integration and social interaction, personal identity, advocacy, and remuneration. The gratification for remuneration had the lowest score which suggests that the gratifications they derive from Facebook are primarily socio- psychological rather than financial.

The correlation analysis showed that the length of engagement in urban farming is positively but weakly associated with the four gratifications of integration and social interaction, personal identity, remuneration, and advocacy. Meanwhile, no statistically significant relationships were found between Facebook use and the gratification domains experienced by the respondents, suggesting that the amount of time spent on Facebook and the frequency of posting urban agriculture-related content do not necessarily drive the gratifications they obtain. Instead, these gratifications likely depend more on the usefulness and quality of information and interactions they have on the platform.