Synergetic Usage of Indigenous Communication Channels and ICTs for Sharing Vegetable Marketing Information: A Bivariate Probit Analysis From East Hararghe Zone, Ethiopia.

This study investigated the determinants of the synergistic use of indigenous communication channels (ICCs) and information and communication technologies (ICTs) for vegetable marketing information among smallholder farmers in East Hararghe Zone, Ethiopia. Using a mixed-methods design and a multistage sampling approach, data were gathered from 385 farmers through structured interviews, focus group discussions, and key informant interviews. Data analysis applied descriptive statistics, a bivariate probit model, and thematic analysis. The bivariate probit results confirmed a statistically significant positive correlation between indigenous and modern channels (rho = 0.498, p < 0.05), demonstrating that farmers utilize these communication streams complementarily rather than as substitutes. This synergy enables smallholders to crossvalidate rapid ICT market updates with trusted local networks, mitigating transaction costs and information asymmetry to secure improved prices and income stability. Institutional factors emerged as primary drivers of joint usage: access to credit, mobile connectivity, and extension contact increased the probability of synergistic channel adoption by 30.4%, 26.2%, and 5.0%, respectively. Conversely, farm size, electricity, and formal education functioned primarily as prerequisites for standalone ICT adoption. Notably, older age favored traditional channels while constraining digital engagement because of lower digital self-efficacy. Policy interventions should prioritize rural electrification, ICT-integrated credit facilities, and age-sensitive extension programs that strategically blend indigenous knowledge networks with digital tools to broaden market reach.