Information-seeking behaviour and adoption of improved sorghum farming practices in Dodoma, Tanzania

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.