Determinants of smallholder farmers' choices of agricultural information sources and outlets: Evidence from East Gojjam zone, Amhara, Ethiopia

This investigation examines the various factors that impact the decision-making process of small-scale farmers in utilizing agricultural information outlets within the designated research area. A total of 403 farmers was surveyed, and the obtained data were meticulously analyzed through the implementation of a multivariate probit model. The model's analysis reveals a significant and positive correlation between farm size, membership status, credit accessibility, market proximity, extension services, total income, and willingness to share information in relation to the farmers' preference for electronic information channels. Moreover, the projected Most Valuable Player for the selection of printed outlets is favorably influenced by the level of education, farm size, total income and membership status. Conversely, frequency of market visits and proximity to development centers all adversely impact the preference for electronic outlets. Furthermore, membership status exerts a beneficial influence on the choices pertaining to outlets centered around human interaction, while family size has a detrimental effect on such choices. In addition, membership status, total income, distance to market, and extension services all exert positive influences on the selection of outlets associated with organizational entities, whereas marital status and educational attainment levels exert negative influences. Consequently, if farmers are provided with access to multiple information outlets, they are able to selectively choose the most advantageous combination of information sources to optimize their agricultural outputs. It is therefore recommended that equitable access to information outlet choices be enhanced in potential production sites, as well as in the development of rural-urban infrastructure.