Revitalizing Traditional Salt Farming in Cavite: A 7Ps Marketing Mix and Sociology of Religion Approach to Sustainability, Values, and Community

Abstract

This study explores the current state of the salt-making industry in Cavite, focusing on the remaining salterns in Kawit and Noveleta. Employing a descriptive quantitative design, data were collected from 150 respondents composed of salt farmers, their families, residents, and government officials. A validated self-made questionnaire structured around the 7Ps marketing mix framework was utilized to assess demographic profiles and market conditions. Statistical tools such as percentages, frequency distributions, and mean scores were applied to analyze responses and identify significant differences and relationships across demographic groups. Findings revealed that the majority of respondents were older, male, married, and earning low monthly incomes, reflecting an aging and economically vulnerable workforce. Respondents agreed that poor infrastructure, inconsistent pricing, limited product diversity, and reliance on traditional methods hinder industry growth. Seasonal dependence on dry weather and climate change impacts, including flooding and unpredictable rainfall, further exacerbate production challenges. Integrating principles from the sociology of religion, the study highlights how salt farming traditions are embedded in local rituals, communal values, and collective identity. Religious practices and cultural beliefs surrounding salt—as a symbol of purity, preservation, and livelihood—reinforce social cohesion and resilience. These symbolic meanings provide moral legitimacy to sustaining the industry despite economic decline. Significant differences in assessments were observed across demographic categories, underscoring diverse stakeholder perspectives. The study concludes that Cavite’s salt industry faces systemic decline due to urbanization, regulatory burdens, and lack of modernization. However, opportunities exist through targeted promotional strategies, infrastructure development, and government support. Recommendations include leveraging social media and salt tourism, improving quality control, introducing modern saltern technologies, and recognizing the role of cultural-religious values in sustaining production. By applying both the 7Ps framework and sociology of religion principles, this research provides a holistic strategic plan aimed at revitalizing Cavite’s salt industry, ensuring cultural preservation, spiritual meaning, and economic sustainability for future generations.