Influence of Socio-economic and Communication Factors on Bio-fertilizers Knowledge and Adoption among Paddy Farmers in Vellore District of Tamil Nadu, India

This study examines the relationship between selected socioeconomic and communication characteristics of paddy farmers in Gudiyattam Taluk, Vellore District, Tamil Nadu, with their awareness and adoption of recommended bio-fertilizers practices. Using an ex-post facto research design, proportionate random sampling was employed to select 120 farmers from six villages. Data were collected through a pre-tested structured interview schedule and analysed using correlation and multiple regression techniques. Variables considered include annual income, farm size, social participation, extension agency contact, and media exposure.

The findings revealed that most respondents were small farmers with medium levels of income, social participation, media exposure, and extension contact. Among all the variables studied, only extension agency contact showed a significant positive relationship with both awareness and adoption levels at a 5% level of significance, while other variables were found to be non-significant. The results highlight the critical role of frequent and meaningful interaction with extension personnel in enhancing farmers’ understanding and sustained use of bio-fertilizer technologies. The study emphasizes the need to strengthen decentralized distribution systems and provide incentives for eco-friendly inputs to improve accessibility and long-term adoption. These insights are valuable for researchers, policymakers, and extension functionaries in formulating targeted strategies to promote sustainable rice cultivation.