Farming on Phone: Understanding Cotton Farmers’ Intentions and Feasibility to Adopt ICT-based Agro Advisory Services in Maharashtra, India

Abstract

The use of ICT tools in the agriculture sector for rural farmers has emerged as a potential for empowering farmers and improving their livelihoods as the phone-based agro-advisory services provide farmers with access to tailored relevant information to help them make better decisions about agricultural activities, crop yields, and better management of natural resources. However, understanding the impact of social structure on ICT adoption and perceived impacts is important to ensure the viability of digital agriculture and optimal interaction between farmers, consumers, extension agents, and other value chain stakeholders. This study sought to ascertain the adoption and feasibility of the Cotton Doctor application introduced by WWF-India in view of curbing cotton production challenges in the Jalna district of Maharashtra through the administration of a tested questionnaire to participating farmers. A set of independent variables that include the sociodemographic profile of farmers that were thought to influence their willingness to use the app were surveyed. This study uses thematic and descriptive research design to understand the respondents’ perspectives on the application. The data collected was analysed using SPSS by calculating descriptive statistics (mean, percentages and frequencies) and inferential statistics (Fisher’s T test, Mann-Whitney U test and Kruskal-Wallis test). According to the results, except for the farmers’ experience in farming, there was no statistically significant relationship between the socio-economic characteristics of farmers and their use of the app, which indicates farmers were using the cotton doctor app regardless of their socioeconomic status. The findings showed that the majority of the farmers who responded considered information on weather forecasts and pest/disease management, followed by a daily advisory on farming activities, as being of foremost relevance. Despite the perceived benefits, the study identified a few considerable impediments for farmers, highlighting the need to invigorate the infrastructure and celerity of the mobile app as well as improve communication gaps between farmers and field facilitators.