Information needs in microbial pesticide technology transfer among Tha Uthen Pineapple Farmers in Nakhon Phanom Province

Abstract

This study aimed to investigate the information needs for microbial pesticide technology transfer of Tha Uthen pineapple farmers in Nakhon Phanom Province, and to compare such needs among farmers with different demographic backgrounds. The sample comprised 134 Tha Uthen pineapple collaborative farm farmers selected via systematic random sampling. Data were collected using a structured interview and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and t-tests to compare group differences. The results revealed that most respondents were female (75.40%), with an average age of 51.71 years, an education level below lower secondary school (64.20%), and an average annual income from pineapple production of 133,776.12 baht. Overall, farmers prioritized information sources or senders who exhibited strong interpersonal skills and were easily approachable. They emphasized the accurate and safe use of microbial pesticides in the content provided. They also preferred concise, up-to-date information. Regarding communication channels, it was found that farmers place high importance on personal communication, particularly with agricultural extension officers. Traditional media channels, such as community radio and village broadcast systems, were rated as moderately needed. In contrast, social media platforms, such as Facebook, were identified as having a relatively low level of demand among farmers. Further analysis showed that age, education level, and income significantly influenced farmers’ information needs (p < 0.05). Younger farmers with higher educational attainment and incomes demonstrated a greater need for in-depth, formal information and were more inclined to use social media platforms. In contrast, gender did not significantly affect overall information needs in any dimension. These findings can serve as a guideline for designing communication strategies and planning the transfer of microbial pesticide technology tailored to each farmer group’s characteristics, thereby improving communication effectiveness and fostering sustainable agricultural practices in the target area.