SR Bishnoi, Subhashree S, Satyapriya, Sangeetha, G S Mahra, Venu Lenin, Sukanya Barua, L Muralikrishnan, Misha Madhavan M & Rahul Singh
Division of Agricultural Extension, ICAR- Indian Agricultural Research Institute, New Delhi,
Utilizing the Technology Acceptance Model (TAM), this study uses empirical analysis to examine how farmers perceive millets (nutri-cereals) and their intentions to adopt them for more agricultural diversity. The quantitative information was acquired by a primary survey of the farmers in the districts of Sonipat and Bagpat in the states of Uttar Pradesh and Haryana, respectively. In order to understand the attitudes and driving forces behind rural farmers' decision to grow millets, the respondents were polled using a standardized questionnaire during in-depth interviews and focus group discussions. PLS-SEM, or partial least squares structural equation modelling, was the statistical technique used for the investigation. The study's conclusions show that farmers' perceptions of the health advantages and value addition have a direct and significant impact on their attitudes toward growing millets. The results of the hypothesis testing support Hypothesis 1 by demonstrating a favourable and significant relationship between Perceived Health Consciousness and the attitude towards embracing millet crops (= 0.462, p 0.00). Similar findings were found with the perceived value addition benefit on attitude (Hypothesis 3), perceived health awareness on intention to adopt (Hypothesis 3), and attitude on behavioural intention to utilise technology (Hypothesis 4). However, the study showed that farmers' attitudes towards millet production are not significantly influenced by perceived profitability. The proposed model, however, shows that farmers' intentions affect their choice to cultivate nutri-cereals for agricultural diversification. The study suggests to the extension personnel and policy makers to spread awareness on the health benefits of the millets and create an enabling environment for 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.