Attitude of farmers towards online agricultural marketing: A study in Marathwada region, Maharashtra

Attitude of farmers towards online agricultural marketing: A study in Marathwada region, Maharashtra

Authors

  • Dawane V. T. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India
  • Kapse P. S. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India
  • Kadam R. P. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India
  • More S. S. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India
  • Deshmukh P. R. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India
  • Jakkawad S. R. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India
  • Lad A.S. Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Abstract

The farmers’ psychological well-being has an impact on the adoption of online agricultural marketing. Attitude is a crucial element that converts behaviour into overt action. This study determined the socio-economic variables that influence farmers’ attitude towards the adoption of online agricultural marketing. The present investigation was conducted during 2022-24 in six districts of Maharashtra state on 180 respondents. To gauge the respondents’ attitudes, an attitude scale was developed. The socioeconomic factors that predicted farmers’ views about the adoption of online agricultural marketing were examined using a multiple regression model. According to the study’s findings, most respondents had a moderately positive attitude towards online agricultural marketing. Farmers’ attitudes toward the adoption of online agricultural marketing were influenced by several factors, including age, education, family size, annual income, land holding, exposure to mass media, contact with extension agents, social participation, scientific orientation, economic motivation, techno savviness, risk orientation, and ownership of ICT devices. To alter farmers’ attitudes, it is essential to create a mobile application and host workshops and training sessions for them.

Author Biographies

Dawane V. T., Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik MarathwadaKrushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Kapse P. S. , Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik MarathwadaKrushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Kadam R. P., Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

More S. S., Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Deshmukh P. R., Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Jakkawad S. R., Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik MarathwadaKrushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Lad A.S., Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Department of Agril. Extension Education, College of Agriculture, Vasantrao Naik Marathwada Krushi Vidyapeeth (VNMKV), Parbhani, Maharashtra 431402, India

Downloads

Published

20-12-2025

How to Cite

Vijayarani Tatyaba Dawane, Dr.P.S.kapse, Dr.R.P.Kadam, More S.S, Dr.P.R.Deshmukh, Dr.S.R.Jakkawad, & Lad A.S. (2025). Attitude of farmers towards online agricultural marketing: A study in Marathwada region, Maharashtra. Journal of Tropical Agriculture, 63(IV), 173–179. Retrieved from https://jtropag.kau.in/index.php/ojs2/article/view/1544

Issue

Vol. 63 No. IV (2025): Journal of Tropical Agriculture

Section

Articles

License

Copyright © 2001-11 Kerala Agricultural University. Some rights reserved. This journal and the individual contributions contained in it are protected under copyright by the Kerala Agricultural University and the following terms and conditions apply to their use; Photocopying Single photocopies of single articles may be made for personal use as allowed by national copyright laws. Permission of the publisher and payment of a fee is required for all other photocopying including multiple or systematic copying, copying for advertising or promotional purposes, resale, and all forms of document delivery. Permission may be sought directly from the Editor, Journal of Tropical Agriculture, Department of Agronomy, College of Horticulture,, Kerala Agricultural University, KAU PO, Thrissur 680 656, Kerala, India. (Phone: +91-487-2438325; Fax +91-487-2371040; E-mail: editor.jta@kau.in. Derivative works Subscribers may reproduce tables of contents or prepare lists of articles including abstracts for internal circulation within their institution. Permission of the Publisher is required for resale or distribution outside the institution. Permission of the Publisher is required for all other derivative works, including compilations and translations. Notice No responsibility is assumed by the Publisher for any injury and/or damage to persons or property as a matter of products, liability, negligence, or otherwise, or from any use of any methods, products, instructions or ideas contained in the material herein.