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.
