Socio-economic and psychological determinants influencing information processing behaviour of rice-based cropping system farmers in Puducherry

This study investigates the socio-economic and psychological factors influencing the information processing behavior of farmers in rice-based cropping systems in Puducherry, India. Data were collected from 120 farmers using structured interviews. Key variables such as age, education, farming experience, extension agency contact, mass media exposure, and innovativeness were analyzed. The results revealed that educational status, farming experience, extension agency contact, and innovativeness significantly influenced farmers' ability to process and use agricultural information. Regression analysis showed that these variables accounted for 56.3% of the variation in information processing behavior. The study highlights the importance of enhancing farmers' education, extension services, and access to innovative practices to improve information dissemination and adoption of sustainable agricultural technologies. The findings provide valuable insights for policymakers to design targeted interventions that address the specific needs of farmers in Puducherry, thereby promoting agricultural sustainability and productivity.