Understanding the Information Needs of the Farmers: Insights into Production, Technology, Marketing, Environmental, Health, Policy and Legal Dimensions

Abstract

This study investigates the information needs of wheat farmers in District Jhang, Punjab, Pakistan, focusing on production, technology, marketing, environmental, health, policy, and legal dimensions. A quantitative research design with a positivist philosophical approach was employed, utilizing a self-reported survey to collect data from 385 farmers using convenience sampling. The findings reveal that farmers prioritize technical information, particularly regarding agricultural seeding (Mean=4.04) and pest control (Mean=4.03). Marketing information, such as current prices (Mean=4.07), is also highly sought after. Environmental and health concerns are significant, with farmers emphasizing the need for information on weather and irrigation (Mean=4.00) and agrochemical safety (Mean=3.97). Additionally, farmers show a keen interest in agricultural policies and training (Mean=4.13 and Mean=3.83). Demographic factors, such as age and education, play a role in shaping information-seeking behavior, with younger and better-educated farmers more likely to engage with information systems. The study highlights the critical necessity for relevant and timely information in agriculture and underscores the need for targeted dissemination strategies and capacity-building initiatives to empower farmers and enhance agricultural productivity in Jhang. Future research should focus on developing effective communication channels and leveraging modern technologies to better meet the diverse information needs of farmers.

Keywords:  Information Needs; Agricultural Extension Workers; Farmers; Information Sources; Knowledge; Agricultural Production; Information Dissemination