Communication Strategies and Adoption of Urban Gardening Among Tricycle Drivers

Abstract

This study, titled “Communication Strategies and the Adoption of Urban Gardening Among Tricycle Drivers,” explores how communication influences the awareness, adoption, and continued practice of urban farming among tricycle drivers in Manggahan, Pasig City during the COVID-19 pandemic. Conducted as a qualitative case study, the research gathered insights through in-depth interviews with tricycle drivers who sustained urban gardening practices amid mobility restrictions and economic challenges brought by the health crisis. Using the Social Cultural Tradition theory as a guiding lens, the study examines how everyday communication—rooted in family interactions, peer networks, social media and community exchanges—shaped the respondents’ understanding, motivation, and persistence in urban farming. While the theory is not tested, it offers a framework to understand how meanings and behaviors are shaped within social and cultural contexts. Findings reveal that communication played a critical role not only in the initial adoption of urban gardening but also in its continuity during the pandemic, as respondents relied on conversations with family, spouses, and social networks for encouragement, knowledge sharing, and emotional support. The practice of urban gardening became both a coping mechanism and a sustainable response to food insecurity. The study suggests that community-centered communication strategies grounded in shared traditions and everyday relationships can support long-term engagement in grassroots environmental initiatives, particularly in times of crisis.