Factors Affecting Information Seeking Behavior of Wheat Farmers in District Jhang: A Comprehensive Analysis
Abstract
This study investigates the information-seeking behavior of wheat farmers in District Jhang, Punjab, Pakistan, and the factors influencing their approach to seeking agricultural information. A quantitative research design was employed, utilizing a self-reported survey with a sample of 385 wheat farmers. The results reveal that farmers actively seek agricultural information, pay close attention to the information they receive, and consult a variety of sources. Production and technological factors were found to significantly influence information-seeking behavior, with more than 50% of the variance explained by these factors. Marketing factors, such as information related to buyers, traders, crop prices, and agrochemical costs, also significantly affected farmers' information-seeking behavior. Environmental and health factors, including weather conditions, irrigation needs, climate change, and health and safety concerns, had a significant impact on farmers' information-seeking behavior. Policy and legal factors, such as governmental policies, subsidies, and legal matters, were also found to significantly influence farmers' information-seeking behavior. Demographic factors, specifically age and education, were found to affect information-seeking behavior, with age having a negative effect and education having a positive effect. Surprisingly, experience did not show a significant effect on information-seeking behavior. The findings of this study contribute to a better understanding of the information needs and seeking habits of wheat farmers in Pakistan, highlighting the importance of various factors in shaping their information-seeking behavior. The results can inform the development of targeted agricultural extension services and information systems to better support farmers in their decision-making processes.
Keywords: Information Seeking Behavior; Wheat Farmers; District Jhang; Agricultural Extension; Information Needs; Information Sources
