Relationship between personal, socio-economic and psychological characteristics of the rice growers under seed village programme with information acquisition behaviour

The study explores the relationship between personal, socio-economic, and psychological characteristics of rice growers under the Seed Village Programme and their information acquisition behaviour. Data were collected from 310 rice growers across five sub-divisions in Baramulla district, Jammu and Kashmir, using a well-structured interview schedule. The study found significant regional variations in the associations between socio-economic characteristics and information acquisition behaviour. Notably, factors such as education, occupation, extension contact, media exposure, and market orientation were positively associated with information acquisition behaviour. In contrast, age, family size, landholding, income, and experience exhibited weak or non-significant relationships with information-seeking behaviour. The findings suggest that enhancing education, occupation, and extension contact can improve information acquisition, thereby supporting more effective implementation of the Seed Village Programme.