Title: FACTORS INFLUENCING ATTITUDE OF SUGARCANE GROWERS TOWARDS SUGARCANE CULTIVATION

Authors: Aparna Jayan R, P. B. Khodifad and Basu Anand

Publisher: The President, Society of Extension Education Gujarat

Keywords: attitude, direct effect, total indirect effect, substantial effect, sugarcane cultivation, sugarcane growers

Volume: 41

Issue: 1

Year: June 2026

DOI: https://doi.org/10.56572/gjoee.2026.41.1.0012

Abstract: The present investigation was conducted in Bharuch, Surat and Tapi districts of South Gujarat during the year 2023- 25 using ex-post facto research design. After the purposive selection of districts, multistage random sampling method was adopted for selection of talukas, villages and respondents. The total sample size was 240 respondents. Data was collected with a well-structured interview schedule through personal interview method. Softwares namely, OPSTAT, SPSS and MS Excel were used for the statistical analysis of data. The study revealed that 73.75 per cent of sugarcane growers had favorable attitude towards sugarcane cultivation, 20.83 per cent and 5.42 of them had negative attitude and neutral attitude, respectively. The results of path analysis indicated that experience in farming, land holding and age were the key variables exerting maximum direct, total indirect and substantial effect on attitude towards sugarcane cultivation, respectively. Education, experience in farming, extension contact, credit orientation, mass media exposure, information seeking behaviour, use of ICT for farming and social media utilization had positive and significant direct effect on attitude of sugarcane growers towards sugarcane cultivation at one per cent level of significance whereas, extension participation had positive and significant direct effect at five per cent level of significance.