Digital Divide in Agriculture: a Study on Farmers’ Awareness of Digital Marketing Platforms in Haryana
Year: 2025
Type: article
Study design: Observational Study
Abstract: Objective: The study aims to examine the level of awareness among farmers in Haryana regarding digital marketing platforms in agriculture. It also seeks to identify the factors influencing their adoption and explore the benefits and challenges associated with digital marketing usage in farming. Methodology: A descriptive and exploratory research design was used, employing structured surveys and stratified random sampling to collect primary data from 460 farmers across Haryana. Statistical tools such as chi-square tests, correlation, regression, and ANOVA were used to analyze the data. Findings: The study found that education, smartphone use, income, and access to digital devices significantly influence farmers' awareness of digital marketing platforms. Younger and more educated farmers showed higher levels of digital awareness, while older farmers lagged due to limited digital literacy. Implications: The findings underscore the need for targeted interventions such as digital literacy programs, infrastructure development, age-specific training, and financial support to bridge the digital divide. Collaborative efforts between government, NGOs, and private sectors are vital for inclusive and sustainable digital adoption in agriculture.
Authors: AMIT KUMAR SINGH PANWAR, S. N. SAHOO
Institution: Shri Venkateshwara University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
SDG: Zero hunger
Open Access status: diamond
OpenAlex ID: W4411352404