8 pages, Awareness of GLOBAL G.A.P. standards is the bedrock for the growth of export horticulture as it provides livelihoods to many small-scale farmers in developing countries. However, non-compliance with food safety requirements has evoked questions about farmers’ levels of awareness. Previous studies have overlooked the awareness-seeking behavior of smallholder farmers with diverse social characteristics. Therefore, this study was conducted in Murang’a County in Kenya to investigate the influence of social characteristics on awareness-exposure behavior among smallholder French bean farmers. The study systematically selected 115 small-scale French bean farmers. Questionnaires were administered through face-to-face interviews to elicit the data. Quantitative data were analyzed through descriptive and inferential statistics by employing Pearson’s correlation and the Chi-square test. The study found that farmers differed in their awareness of different components that constitute GLOBAL G.A.P. Gender, farmer’s position in household, occupation, and wealth status were among the social inequalities that had a significant influence on the awareness of GLOBAL G.A.P. standards. In addition, farmer’s participation in awareness forums and affiliation with multiple sources of information on GLOBAL food safety standards had a significant influence on their level of awareness. This study recommends that proponents of farming innovations should always consider the socioeconomic status of potential adopters.
