Year: 2025 | Month: December | Volume 12 | Issue 4

Empirical Analysis of Socio-economic and Perceptual Factors Governing Agro-Advisory Uptake Among Paddy Cultivators

Abhilasha Deepa Minz* Shiba Supriya Demta Rahul Kumar and Ingle Dipak Shyamrao
DOI:10.30954/2394-8159.04.2025.3

Abstract:

This study empirically investigates the socio-economic, digital, and perceptual factors governing agro-advisory uptake among paddy (Oryza sativa) cultivators. Using a multi-stage sampling strategy, primary data were collected through face-to-face personal interviews from 120 active paddy farmers (N = 120). The study used Ordinary Least Squares (OLS) regression to analyze the determinants of advisory utilization intensity. Descriptive findings show that while 73.3% (n = 88) of respondents acknowledged a perceived need for agro-advisories, 55.0% (n = 66) exhibited low practice utilization, highlighting a pronounced “know-do gap”. Econometric estimations (R2 = 0.584, p < 0.001) revealed that internet access (β = 3.942, p < 0.001) was the strongest positive driver of advisory utilization. Perceived need (β = 2.415, p < 0.001), formal education level (β = 0.481, p = 0.012), and net annual household income (β = 0.000012, p = 0.008) also significantly enhanced utilization scores. Conversely, age showed a statistically significant negative association (β = -0.043, p = 0.028), indicating lower advisory uptake among older farming cohorts. Gender and family size did not directly influence utilization intensity. Overall, the results demonstrate that information access alone is insufficient for practice change unless supported by digital infrastructure and financial capability. To prevent digital exclusion, extension policy must move toward hybrid (“phygital”) extension frameworks that integrate digital/SMS communication with field-level extension support, alongside aligning advisories with input credit programs.

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