Source credibility and adoption of improved sorghum farming practices in Dodoma, Tanzania

Abstract

Purpose: Despite continued efforts by the government and development partners to promote improved sorghum farming practices, many sorghum farmers in Dodoma, Tanzania, have not yet adopted these methods. This study investigated how farmers’ perceptions of the credibility of information sources influence their adoption of practices like proper farm preparation, using improved seeds, fertilizers, effective weed, pest and disease control as well as post-harvest management. Design/Methodology/Approach: A cross-sectional research design was employed, utilizing amulti-stage and simple randomsampling to collect data from 399 sorghum farmers in Dodoma, Tanzania. Data analysis involved both qualitative and quantitative methods. Qualitative data were thematically summarized, while descriptive statistics and inferential analysis were used for quantitative data. Findings: Fellow farmers attained higher credibility status being influenced by trust, shared experiences, and local knowledge. Farmers’ perceptions of source credibility were significantly impacted by gender and information-seeking behavior. Adopting improved sorghum farming practices was linked to higher perception of information source credibility. Practical implication: The study offers important communication insights for agricultural researchers, extensionists, and stakeholders, with the goal of promoting the adoption of improved farming practices. Theoretical implications: Grounded in the Diffusion of Innovations Theory and the Information-Seeking Behaviour Model, this study illustrates how perceptions of credibility shape farmers’ decisions. It sheds light on why certain messages resonate more effectively than others in promoting adoption. Originality/Value: The study assesses credibility in agricultural information sources, providing a practical solution for adoption. It can potentially reshape perspectives and promote adoption of improved farming practices among farmers, extensionists, and agricultural researchers.