Abstract:
Reliable agricultural information is vital for adopting improved sorghum practices, including certified seed use, effective pest and
disease management, and reducing post-harvest losses. Guided by the Diffusion of Innovations and Information Seeking behaviour
frameworks, this study examined determinants of information-seeking behaviour and its influence on adoption of improved sorghum
practices among farmers in Dodoma, Tanzania. A cross-sectional survey of 399 household heads was conducted using multi-stage
random sampling. Quantitative data were obtained using a structured questionnaire administered by the researcher. Qualitative data
were also collected through 15 key informant interviews with extension officers and agricultural experts. Data were analysed with
descriptive statistics, a linear mixed model to identify predictors of information-seeking behaviour, and binary logistic regression to
assess its effect on adoption. Thematic analysis was used to examine qualitative data. Education level (β = 0.296, p = 0.008) and
ownership of communication assets (β = 0.749, p < 0.001) significantly increased information-seeking behaviour. Farmers who
actively sought information were four times more likely to adopt improved practices (OR = 4.03, p < 0.001), while trust in credible
sources also significantly enhanced adoption (OR = 2.79, p = 0.006). Strengthening extension systems, promoting credible
information channels such as community radio and mobile platforms, and supporting farmer groups can enhance informed decisionmaking and adoption of improved sorghum practices in semi-arid regions. Interventions targeting farmers’ education and access to
communication tools are likely to maximise adoption outcomes.
