Society of Extension Education GujaratPublished: Gujarat Journal of Extension Education (P-ISSN: 2322-0678 & E-ISSN: 3048-9946)
Society of Extension Education GujaratAbstract: Agriculture and dairy sector have become increasingly information driven. Timely and accurate information can boost farmers economic returns. Digital extension services can provide real-time, personalized advisories on crops, livestock, weather and markets. A study was conducted to see the scalability and sustainability of these services among 320 dairy farmers across four districts (Kurnool, Chittoor, Nellore and Prakasam) of Andhra Pradesh following ex-post facto research design using an interview schedule. The findings revealed that around 42.19 per cent of farmers were willing to pay to digital extension services with amount varying from INR 500 to INR 2000. Even though majority of variables showed positively related with willingness to pay (WTP), only five of them had significant influence on dairy farmers WTP like family education, land holding, herd size, annual income and extension contact. Path analysis revealed that WTP is influenced by both direct effects and indirect pathways, with variables exhibiting strong total effects namely annual income and extension contact emerging as major factors.
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