Exploring farmers’ awareness of digital platforms for extension and advisory services: An analytical perspective on key determinants

The introduction of digital platforms has transformed agricultural practices by improving farmers’ access to essential information and advisory services. The present study was undertaken to explore the level of awareness among farmers concerning various digital platforms for Extension and Advisory Services (EAS) in the Indo-Gangetic region of India, a key agricultural zone. Utilizing a multi-stage random sampling approach, 350 farmers from Uttar Pradesh, Haryana, and West Bengal were selected for the survey. Awareness was measured using a structured questionnaire, and categorized into low, medium, and high categories following CSRF method. The study employed Pearson correlation and multiple linear regression analyses to explore the socio-demographic factors impacting awareness. The findings reveal notable regional disparities, with Haryana farmers demonstrating higher awareness compared to other states. Key determinants viz. landholding size, ICT ownership, and social media usage positively affected awareness, while age and farming experience were negatively associated. The study underscores the need for focused digital literacy programs to boost the awareness of digital platforms among farmers, especially in areas with lower awareness.