Asian Journal of Agricultural Extension, Economics & Sociology
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Social Media as a Catalyst for Agricultural Extension: Analyzing Farmers’ Information Utilization Patterns from KVKs in North Karnataka
No full textSocial media has emerged as one of the most significant communication tools in the modern world, facilitating the rapid exchange of information across various sectors. Agriculture has not remained untouched by this transformation. Agricultural extension services, in particular, have witnessed significant changes in the methods of information dissemination due to the growing use of social media platforms. The present study was conducted to analyze the content and extent of information disseminated by selected Krishi Vigyan Kendras (KVKs) in North Karnataka through social media. A total of six KVKs from North Karnataka were purposively selected for the study. From these, 12 villages were chosen, with two villages representing each KVK. A random sampling method was employed to select 10 respondents from each village, resulting in a total sample size of 120 farmers. Data collection was carried out using a structured interview schedule and the collected data were analyzed using appropriate statistical tools like descriptive statistics. The findings revealed that nearly half (49.16%) of the respondents reported a medium level of social media usage frequency. Notably, more than three-fourths (76.66%) of the respondents used WhatsApp on a daily basis. Regarding the perceived usefulness of information shared via social media, approximately half (49.16%) of the respondents indicated a medium level of utilization. Furthermore, it was observed that, three-fifths (60.00%) of the farmers typically discussed the information obtained from social media with progressive farmers in their community. Based on the study findings, it is recommended that agricultural extension centers continue to actively engage in social media platforms to enhance awareness among farmers. There remains significant potential to improve the reach and effective use of social media, as some farmers are still unaware of such platforms. Strategic efforts are needed to promote the use of social media as a valuable source of agricultural information, thereby empowering the farming community
Large-Scale Demonstrations and Awareness Programmes Promoting Adoption of Direct Seeded Rice Technology in Haryana, India
No full textBackground: Historically, transplanting has been the dominant method of rice cultivation in many Asian countries, but it is labour-intensive, water-intensive, and contributes to environmental degradation. In India for ages, rice has been traditionally grown by transplanting seedlings in the puddled field, which requires raising of nursery about one month earlier than transplanting time, directly increasing the cost of cultivation. In conservation agriculture, Direct Seeded Rice (DSR) technology has emerged as a potential alternative to transplanting.
Aims: The study aimed to assess the impact of large-scale demonstrations and awareness programmes on the adoption of DSR technology in Haryana’s Fatehabad district. The primary goal was to evaluate changes in agronomic performance, economic viability, and area under DSR cultivation across a three-year period (2022–2024).
Methodology: This was a multi-year, field-based extension and demonstration study involving comparative evaluations between traditional Transplanted Rice (TR) and Direct Seeded Rice (DSR). The design incorporated agronomic trials, farmer participation, and dissemination activities to analyse both yield and economic outcomes. The study was conducted in Fatehabad district, Haryana, India, over a period of three years (2022 to 2024). Demonstrations were implemented across multiple villages and blocks within the district.
A total of 95 farmers participated over the study period, covering 38 hectares. DSR plots utilised standardised agronomic practices recommended by CCS HAU, Hisar, with varieties PB-1121 and PB-1509. Field demonstrations employed DSR-specific sowing equipment, dry seedbed methods, and structured weed, water, and nutrient management. Yield parameters, input costs, net income, and benefit-cost ratios were recorded. Extension activities—including field days, village-level meetings, and training programs—were also organised.
Results: While DSR yields were marginally lower than TR (by 2.05–2.43%), they were not statistically significant and showed improvement over time. DSR offered higher net incomes and superior benefit-cost ratios each year, largely due to reduced labour and input costs. Technology index declined from 18.18% (2023) to 12.0% (2024), indicating improved adoption. Awareness efforts facilitated a 93.7% increase in DSR cultivation area from 13,279 acres (2022) to 25,713 acres (2024). Farmer feedback and demonstration results highlighted the viability and economic attractiveness of DSR when supported by training and adaptive extension support.
Conclusion: Large-scale demonstrations and awareness programs significantly enhanced farmer adoption of Direct Seeded Rice (DSR) in Haryana’s Fatehabad district. Despite marginal yield reductions, DSR proved more profitable due to lower input costs and higher benefit-cost ratios. Continued training and localised support are essential for scaling DSR as a sustainable alternative to traditional rice transplanting
Indebtedness, Credit Sources, and Loan Burden of Farmers: A Study in Bikaner District of Rajasthan, India
No full textThis empirical study examines the indebtedness patterns and credit utilization behaviour of farmers in Bikaner district, Rajasthan through a multi-stage random sampling of 90 cultivators during 2017-18. Results reveal that 67.8% of rural households are indebted, with institutional sources dominating credit supply at 74.84%, primarily through commercial banks (92.23%), while non-institutional lenders account for 25.16% of total borrowing. The analysis demonstrates significant farm-size disparities in debt burden, with per farmer indebtedness escalating from ₹232.57 thousand for small farmers (<8.5 ha) to ₹475.05 thousand for medium farmers (8.5-15 ha) and ₹727.50 thousand for large farmers (>15 ha). Productive loans constitute 76.47% of total credit, with tubewell construction commanding the largest share (38.26%) reflecting irrigation imperatives in this arid region, followed by land development (27.69%) and farm machinery (17.37%). Non-productive borrowing (23.53%) is concentrated in healthcare (33.65%), house construction (31.61%), and marriage expenses (24.62%), with smaller farmers disproportionately dependent on such credit for survival needs. The findings underscore the vulnerability of marginal farmers to debt traps due to higher reliance on expensive informal credit and consumption-oriented borrowing, highlighting urgent policy needs for enhanced institutional credit access, financial literacy, and productive investment promotion in Rajasthan\u27s desert agriculture
Comparative Analysis of the Effect of Farming Methods on Economic Well-Being between Households Using Indigenous and Conventional Farming Practices in the Midlands of Embu County in Kenya
No full textAgriculture is vital to Kenya’s economy, supporting over 80% of rural residents, contributing one-third of GDP, and supplying 65% of export earnings. Despite international and national efforts to promote conventional and sustainable farming, global food insecurity has worsened, with acute hunger rising by 10% to affect 343 million people in 74 countries. Industrial-scale, high-yield agriculture has often destabilized sustainability, causing environmental harm, social inequality, chronic diseases, and increased food insecurity. With the global population expected to reach 10.4 billion by the 2080s, transforming agri-food systems is crucial for resilient food security and economic stability. The reliance on rain-fed agriculture at the Midlands of Embu County in Kenya highlights the need to compare conventional and indigenous farming methods to better understand their economic and environmental effects. The objective of the study was to assess the effect of farming practices used in conventional and Indigenous farming methods on economic well-being. The study adopted the comparative research design and descriptive survey design. The study population comprised of 66,878 farmer households and key informants in the Midlands of Embu County. Data was collected using semi-structured questionnaires, interview schedule and observation check lists. Descriptive statistical analysis was used to summarize results on farming practices while inferential statistical analysis included the use of simple linear regression analysis were used to reveal effect of the farming practices on economic well- being. Farming practice showed statistically significant negative coefficient for the indigenous farm households. The negative coefficient indicates that as the category value of farming practices increases (likely representing poorer practices), income significantly decreases. In the conventional farming practices: The analysis shows that conventional farming practice category has a non-significant effect on Income total (IT). The study recommends implementation of policies that promote sustainable farming, protect small scale farmers and encourage biodiversity conservation. The results obtained will guide adoption of sustainable farming practices, policy reviews and add to the existing knowledge of research
Effectiveness of Using ICT Tools for Disseminating Rice Production Information among the Farmers of Bangladesh
No full textThe study was conducted to determine the effectiveness of using ICT tools for disseminating rice production information, to compare among the ICT tools and to explore the contribution of the selected characteristics of the farmers to their use of ICT tools. Data were collected from 340 rice farmers from a population of 2988 from four (4) selected upazillas of Bangladesh. Findings revealed that half of the farmers (50%) perceived moderate effective while 46.5 % and 3.5 % perceived high and low effectiveness of the ICT tools for disseminating rice production information. Based on the descending order of Standardized Effectiveness Index (SEIty) among the ICT tools ‘call center’ ranked first followed by ‘social media’, ‘mobile application’ and ‘internet browsing’. The multiple regression analysis showed that ICT using experience, ICT contact, knowledge of using ICT tools, and attitude towards using ICT tools had significant positive contribution to their perceived effectiveness of using ICT tools for dissemination rice production information. The findings may contribute in policy formulation for improving agricultural extension services and promoting digital agriculture in Bangladesh
Exploring Cross-cultural Marketing Strategies of Fuliang Tea in E–commerce
No full textAims: This study explores how Chinese regional tea enterprises, particularly Fuliang tea producers, develop and implement cross-cultural marketing strategies in the era of global e-commerce. It focuses on how cultural adaptation, digital innovation, and institutional support enhance international competitiveness.
Study Design: A qualitative, exploratory multiple-case study design was adopted.
Place and Duration of Study: The research was conducted in Fuliang County, Jiangxi Province, China, between April and August 2025.
Methodology: Data were collected through semi-structured interviews with 22 participants, including tea enterprise managers, e-commerce staff, government officials, industry association representatives, and international consumers-each lasting approximately 60-90 minutes. Three representative tea enterprises were examined in depth. Data were analyzed using six-step thematic analysis, employing both inductive and deductive coding, guided by Hofstede’s cultural dimensions and Aaker’s brand personality frameworks.
Results: Four main themes emerged: (1) cultural framing and narrative translation; (2) product and packaging adaptation; (3) digital channel diversification and live-streaming; and (4) institutional trust-building through certification and service infrastructure. These findings illustrate how cultural communication, digital engagement, and institutional mechanisms collectively strengthen global brand legitimacy.
Conclusion: The study contributes to cross-cultural marketing theory by integrating cultural and digital perspectives within agri-food e-commerce. It offers actionable insights for policymakers, industry associations, and SMEs on leveraging storytelling, certification systems, and digital tools to promote the sustainable internationalization of regional brands
Understanding Cooperative Members Perceptions in the Dokap Region
No full textThis study was conducted to determine the perceptions of cooperative members in the Eastern Black Sea Project Region (DOKAP) regarding their cooperatives and to analyze the underlying factor structure of these perceptions. The primary data were obtained through a survey administered to 368 cooperative members in the region. To analyze members\u27 opinions, 52 variables measured on a 5-point Likert scale were subjected to factor analysis to reduce dimensionality and identify latent constructs. The analysis revealed that members\u27 perceptions are grouped into six key dimensions: organizational structure, managerial structure, operational structure, financial structure, administrative structure, and social structure. Furthermore, the study demonstrates that perception levels differ significantly based on socio-economic characteristics such as gender, age, education level, and agricultural experience. Notably, the profile of female members, who are often younger and have less agricultural experience, underscores the need for tailored training and support programs to enhance their engagement. This research is significant as it provides empirical evidence that can inform policymakers, cooperative leaders, and development agencies in designing targeted strategies, improving governance practices, and fostering greater member participation. The findings ultimately contribute to strengthening the effectiveness and sustainability of agricultural cooperatives, which are vital for rural development and social cohesion in the region
Perceptions of Human–Wildlife Interactions and Conservation Outcomes among Communities Residing Near Ranthambore Tiger Reserve, India
No full textProtected areas such as the Ranthambore Tiger Reserve (RTR) are vital for wildlife conservation, yet they often lead to complex socio-economic dynamics for nearby communities. This study examines local perceptions of the Ranthambore Tiger Reserve (RTR), focusing on socio-cultural impacts, benefits and losses, causes of human-wildlife conflict (HWC), mitigation efforts, and overall attitudes. A survey of 360 respondents from RTR’s buffer zone was conducted using a structured questionnaire with a three-point scale. Data were analysed using weighted means, categorisation through cumulative square root frequency, Garrett Ranking and regression to identify influencing factors. Results showed 37.5% of respondents experienced high socio-cultural impacts, such as fear of wild animals and changes in farming practices. While 76.94% benefited from access to forest resources like fodder and water, only 20.28% perceived high overall benefits. Most respondents attributed HWC to urbanisation, forest resource scarcity, and preferred crops. Around 64% adopted preventive strategies, but dissatisfaction with compensation was high. Overall, 40.56% had a medium-level perception of RTR. A majority (58.61%) indicated that they request compensation from forest officials to help restore their livelihoods. Additionally, 64.17% adopted new preventive measures such as field fencing or livestock protection strategies to mitigate future losses, while 25.28% viewed such methods as ineffective and did not adopt them. Regression analysis found that family size and landholding negatively influenced perception, while education, income, herd size, extension contact, and distance from the reserve had positive effects. The study concludes that although RTR provides ecological benefits, it also creates socio-economic challenges. Strengthening compensation, conflict mitigation, and community engagement can enhance conservation support
Understanding Consumer Perceptions of Local Horticultural Products Using Factor Analysis in Kumaon Region of Uttarakhand, India
No full textThis study examines consumer perceptions of locally produced horticultural products in the Kumaon region of Uttarakhand, with the objective of identifying key factors influencing their market acceptance and commercialization potential. A cross-sectional descriptive research design was adopted, and primary data were collected in May 2024 from major horticultural markets across six districts of Kumaon using a structured questionnaire. Out of 360 consumers approached through simple random sampling, 339 valid responses were analyzed using a five-point Likert scale. Reliability and sampling adequacy were confirmed through Cronbach’s Alpha, a Kaiser–Meyer–Olkin value of 0.826, and a significant Bartlett’s Test of Sphericity (p < 0.001). Exploratory Factor Analysis with Varimax rotation extracted two distinct components—Climate-Dependent Factors (nutritional quality, natural freshness, and flavor profile) and Human-Dependent Factors (market availability, price competitiveness, and product presentation)—which together explained 61.32% of the total variance. Climate-dependent attributes received comparatively higher satisfaction scores (mean range: 2.76–2.81), while human-dependent attributes were rated lower (mean range: 2.41–2.58). The findings indicate that while consumers highly value the intrinsic, climate-linked qualities of hill-grown horticultural products, gaps persist in market-managed attributes. The study concludes that targeted improvements in supply-chain efficiency, pricing mechanisms, and product presentation can significantly enhance the commercialization prospects of local horticultural products and support sustainable livelihood development in the Himalayan hill economy
Retracing Sustainable Fishing Practices of Marine Resources in the Coastal Communities of Antique, Philippines
No full textThe European Union (EU) recognized that there is rampant illegal, unreported, and unregulated (IUU) fishing in the Philippines, resulting to a noticeable decline in fish population. To retrace sustainable fishing practices, this research sought to illustrate the fishing methods that fisher folks employ and narrate their experiences during their fishing activities. This research employed a multiple case study approach. To fully understand the experiences of the fisher folks in their fishing activities, one-on-one in depth semi-structured interviews have been conducted as well as scheduled visits in order to gather data. The collected data underwent a narrative analysis. The study was conducted in three fishing communities of Antique, specifically; Hamtic, Tibiao, and San Jose. In order to identify participants of the study, purposive sampling was used as the participants must meet certain criteria. The participants were registered fisher folks and members of a fisher folk organization registered in the barangays. Furthermore, they have been in the fishing industry for ten (10) years or more. Result of the study revealed that 1. Fisher folks indeed observe regulated and legal fishing methods; 2. Despite the observance of sustainable fishing methods there is still a noticeable decline in fish population; 3. The presence of kubkuban near municipal territories has been cited as a potential cause for overfishing, and 4. Weak law enforcement in the Philippine seas allow rampant illegal, unreported, and unregulated (IUU) fishing to persist. The findings suggest that fisher folks show resiliency in their choice of fishing methods as they are more conservative in managing marine resources. However, government must review and monitor the effects of kubkuban on the sustainable development of marine resources and review the Philippine fisheries code. Furthermore, there is a need to strengthen law enforcement in the Philippine seas