Behavioral Insights into Farmers Adoption of Improved Rapeseed-mustard Cultivation Practices in North Bank Plain Zone of Assam, India

The study examines the adoption behavior of farmers regarding improved rapeseed-mustard cultivation practices in the North Bank Plain Zone of Assam. The primary objective was to analyze the socio-economic factors and adoption levels associated with technological interventions in rapeseed-mustard farming. A purposive simple random sampling method was employed, selecting 240 respondents from four districts. Data were collected using pre-tested interview schedule and analyzed using statistical tools such as frequency, percentage, mean, standard deviation, and correlation coefficient. Results revealed that 67.50 per cent of farmers demonstrated a medium level of adoption, while 21.67 per cent had a high adoption level. Socio-economic factors such as age, education, landholding, annual income, mass media exposure, and risk-bearing ability significantly influenced adoption behavior. Farmers with higher risk-bearing ability (42.92%) and medium to high achievement motivation (70.83%) adopted practices more effectively. Key barriers included inadequate awareness of advanced techniques and limited resources. The findings suggest that targeted extension services like delivering personalized advice, training, and resources that address the specific challenges faced by farmers in adopting improved practices of this crop, knowledge dissemination, and access to resources can enhance adoption levels. Encouraging risk-taking and achievement motivation through capacity-building programs can further improve the adoption of improved cultivation practices.