7 pages., Article # 6IAW6, via online journal., Although Extension educators have harnessed the power of technology as an important vehicle for conveying research-based content, it is important that the power of traditional educational methods not be overlooked. These traditional methods remain ideas that work, have worked, and continue to work even today. In this article, we spotlight these traditional ideas by presenting a social marketing campaign that engages limited-resource audiences via themed print educational materials—posters, brochures, and bookmarks. Evaluation results indicate that the campaign has been successful in engaging the target audience and motivating them regarding the adoption of healthful behavior changes.
17 pages., This study examined the effectiveness of the channels used to deliver agricultural information and knowledge to smallholder farmers in Tanzania. A descriptive cross-sectional design alongside quantitative and qualitative approaches was employed to collect data from 341 respondents. While the data collected through the questionnaire was analysed by using Statistical Product and Service Solutions (SPSS) version 21, the data collected through the interview was analysed by using thematic analysis. The findings suggest that delivery of and access to timely and relevant agricultural information and knowledge, appropriately packaged, is one of the critical problems undermining smallholder farmers’ efforts to increase their production. As a result, most smallholder farmers mainly depend on informal channels. Besides informal channels, farmer groups and demonstration plots are becoming popular channels to deliver and access agricultural information and knowledge. To make a difference in agricultural production, deliberate efforts should be made to enhance the delivery of agricultural information and knowledge.
24 pages., via online journal., Biofortification of staple crops to combat micronutrient deficiencies is gaining global recognition. Projects promoting biofortified food crops use intensive agriculture-nutrition education and extension activities to increase adoption of such crops. This study examines the effect of such programs on the adoption and diffusion of orange-fleshed sweetpotato (OFSP). It finds that intensive agriculture-nutrition education and extension programs adopted by some of the biofortification projects increases the adoption and diffusion of OFSP. Specifically, participation in mother-to-mother nutrition support clubs and nutrition-focused health talks affect its adoption and diffusion, but with varying degrees of importance. The paper discusses the implications of these findings.
14 pages, via online journal, Water quality is a complex issue and residential fertilizer can be one of the many contributors to poor water quality. Working with residential audiences to help them understand and reduce their impacts on water quality is an important task among many agricultural education and Extension professionals. In order to effectively work with residential audiences, we must first understand what influences their intent to engage in fertilizer best management practices. In this research, we paired the Diffusion of Innovations and Elaboration Likelihood Model to examine the influence of perceptions of an innovation’s characteristics, personal involvement with water, and communication on intent to engage in fertilizer best management practices. The communication was presented to experimental groups as a 35-second video about fertilizer best management practices. Data were collected via a survey instrument and were analyzed using inferential procedures. Four of the five characteristics of innovations significantly influenced intent to engage in fertilizer best management practices among the control group. However, all five characteristics were significant among the entire sample but the influence was less compared to the control group. Involvement increased intent while the video treatments had little effect. The results of the research support existing findings, but also offer areas of new discovery as well as insights for practice and additional study. Future research should examine the repetition of communication as well as different dimensions of involvement.
19 pages., via online journal., Agricultural e‐commerce clusters are new phenomena that have emerged in rural China. In examining the case of Shuyang County in Jiangsu Province, this paper puts forward an integrated model revealing the formation mechanism of agricultural e‐commerce clusters. The paper shows that the formation of agricultural e‐commerce clusters involves four processes of technology introduction, technology diffusion, quality crisis, and industrial agglomeration based on elements such as industry bases, e‐commerce platforms, network facilities, logistics services, entrepreneurial talent, local government, and market demand. Rural social networks and imitation behaviors promote technology diffusion by reducing the cost of technology introduction, and industrial agglomeration is found in the economies showing a deepening of labor divisions and geographic agglomeration. Throughout the formation process, a quality crisis may occur due to a race to the bottom and the opportunistic behaviors of local farmers. This work suggests that regional e‐commerce development is a systematic project. Governments of developing countries should not only realize the positive impacts of e‐commerce for the development of the agricultural industry but also recognize the premise and logic of how e‐commerce can play a prominent role.
15 pages., via online journal., This study aimed to analyse the mediating role of farmers' time perspective in water resources exploitation behaviour/s (WREB). The study was descriptive correlational and causal relational and was carried out using a survey. The statistical population consisted of farmers in the eastern area of Lake Urmia (N = 232 295), of whom 386 persons were selected using a stratified random sampling method. The instrument was a questionnaire, whose validity was confirmed by a panel of experts. Its reliability was also verified by performing the Cronbach's alpha test (0.60 ≥ α ≥ 0.94). The causal framework is presented based on the findings. In such a condition, self‐efficacy, psychological needs and time perspective had the highest total causal effect on farmers' WREB. Moreover, the results confirmed the mediating role of time perspective (as a personal variable) and time norms (as a social variable) in WREB. Therefore, the proper conduct of farmers' WREB needs to provide a futuristic perspective, which is also confirmed by social norms.
