Strategic communication for behaviour change and social impact: Assessing farmers’ attitudes and practices towards doubling farmers’ income
Year: 2026
Type: article
Study design: Observational Study
Abstract: ABSTARCT: Doubling Farmers’ Income (DFI) represents a key developmental objective of the Government of India, focusing on strengthening the economic well-being of farming households by enhancing agricultural productivity, improving resource-use efficiency, promoting diversification, increasing market returns and expanding livelihood opportunities. The Ashok Dalwai Committee, established on 13 April 2016, outlined seven key pathways for raising farmers’ income, including increasing crop productivity, enhancing livestock productivity, improving resource-use efficiency, increasing cropping intensity, diversifying agricultural activities, securing remunerative prices for farm produce, and encouraging a transition towards non-farm occupations. The successful realization of these pathways depends not only on technological and economic measures but also on effective communication, improved knowledge, positive attitudes and behavioural changes among farming communities. Strategic communication can therefore play a vital role in addressing information gaps, overcoming behavioural constraints and facilitating the adoption of income-enhancing practices for sustainable agricultural and social development. The present study was conducted to assess attitude and practices related to Doubling Farmers’ Income and to identify communication needs for promoting favourable behavioural changes. The study covered three agro-climatic zones of the Brahmaputra Valley of Assam, namely the Upper, Central and Lower Brahmaputra Valley Zones. Jorhat, Morigaon and Kamrup Rural districts were selected from the respective zones. Two villages were randomly selected from each district, with 40 farmers selected from each village, resulting in a total sample of 240 respondents. Data were collected using a structured interview schedule. The interview schedule consist of 20 statements regarding attitude of the farmers towards doubling farmers income. Less than half (44.58%) of the respondents had a moderately favourable attitude towards Doubling Farmers Income followed by 42.08 per cent of the respondent had least favourable attitude towards doubling farmers income and only 13.33 per cent of the respondents had highly favourable attitude with a mean score of 84.62 which can depict that favourable attitude of the respondents towards doubling farmers income. Half of the respondents (52.69%) of the respondents had medium level of practice on doubling farmers’ income followed by 43.98 per cent had low level and only 3.32 per cent have high level of practice on doubling farmers income with a mean score of 20.97
Authors: Meghna Kashyap, Sayanika Borah
Institution: Assam Agricultural University
Language: English
Domain: Life Sciences
Open Access status: diamond
OpenAlex ID: W7219081567