Determinants of Attitude of Sugarcane Growers towards Sugarcane Cultivation: Evidence from South Gujarat

Aim: The study aimed to ascertain the relationship of profile of sugarcane growers with their attitude toward sugarcane crop cultivation Research Design: Ex-post facto research design was adopted. Place and Duration of the Study: The present study was conducted in the South Gujarat region of Gujarat state during September 2023 to July 2025. Methodology: Bharuch, Tapi and Surat districts were purposively selected as they have maximum area under sugarcane cultivation in the South Gujarat. In the next step, multistage random sampling was employed. Two talukas from each district, four villages from each taluka and ten sugarcane growers from each village were selected randomly resulting in a total sample size of 240 respondents. Data were collected through personal interview method using structured and pre-tested interview schedule. Appropriate techniques and scales were used for the measurement of variables and the data were analysed using Pearson’s correlation and stepwise regression in IBM SPSS Statistics (Version 29). Results: Education, experience in farming, extension contact, extension participation, mass media exposure, information seeking behaviour, use of ICT for farming, social media utilization and change proneness had positive and significant correlation with attitude towards sugarcane cultivation at 1% level of significance whereas, social participation, credit orientation, scientific orientation, risk orientation and management orientation had positive and significant correlation at 5% level of significance. Stepwise regression analysis showed that social media utilization, mass media exposure, experience in farming, education, information seeking behaviour, credit orientation, extension participation, extension contact, use of ICT for farming and scientific orientation were accounting influence on attitude towards sugarcane cultivation and together accounted 41.20 per cent variation in attitude towards sugarcane cultivation. Conclusion: Strengthening the factors significantly influencing attitude towards sugarcane cultivation help the extension agencies and policy makers design effective interventions to promote sustainable cultivation practices.