Factors Influence Farmers' Intention to Join Agricultural Marketing Cooperative Societies

The present study investigates factors influencing farmers' intention to join or not join agricultural marketing cooperative societies. The research is empirical, and a field survey was conducted to collect 350 valid responses from farmers on a PAN India basis. This research comprehensively investigated, shortlisted and selected the factors influencing farmers' intention to join or not join marketing cooperative societies. The binary logistic regression revealed that the factors of cooperative know-how, unity among farmers, farmers' adapting behaviour towards changes, family's impact on farmers' decision making, observed financial benefits and efficiency of marketing cooperative society significantly influence farmers' intention to join agricultural marketing cooperative societies. Understanding, extrapolating, and managing these elements will benefit marketing cooperative efforts for farmers' economic development.