Sitaram Bishnoi, Subhashree Sahu*, Satyapriya, V Sangeetha, Girijesh Singh Mehra, Venu Lenin, Sukanya Barua, L Muralikrishnan, Misha Madhavan M & Rahul Singh
Agricultural Extension, ICAR- Indian Agricultural Research Institute, New Delhi, , New Delhi
This paper empirically analyses the farmers’ perceptions and intentions to adopt of millets (nutri-cereals) for increased farm diversification, using the Technology Acceptance Model (TAM). The quantitative data were gathered through a primary survey among the farmers of Sonipat district and Bagpat district of Haryana and Uttar Pradesh States respectively. The respondents were surveyed with structured questionnaires through In-depth interviews and focus group discussions to learn about the perceptions and motivating factors for rural farmers to go for millet cultivation. The statistical analysis employed for the study was Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings of the study indicate that perceived health benefits and value addition have a direct and significant influence on farmers’ attitudes toward millet cultivation. On the other hand, the study showcased that perceived profitability does not significantly influence the attitude of the farmers toward the cultivation of millets. The results from the hypothesis testing show a positive and significant effect of Perceived Health Consciousness on the attitude toward accepting millet crops (β= 0.462, p <0.00), confirming Hypothesis 1. Similar results with respect to the perceived benefit of Value Addition on the attitude (Hypothesis 3) (β= 0.416, p <0.00) Perceived Health Consciousness on the Intention to Adopt (β= 0.231, p <0.00) and Attitude on Behavioural intention to use the technology was (β= 0.499, p <0.00, respectively). However, the hypothesized model demonstrates that farmers’ intention influences their decision to adopt the cultivation of nutri-cereals for farm diversification. The study suggests that extension personnel and policymakers to spread awareness on the health benefits of the millets and create an enabling environment for the value addition of millets, which in turn will motivate the farmers to go for millets cultivation. The findings will contribute to future research on external variables of TAM.