Factors Affecting Arabica Coffee Growers’ Decision Making in Growing Coffee on Highland

Abstract

The objective of this research is to investigate factors affecting the adoption of coffee growing practices so as to find out guidelines for Highland Coffee Research and Development Centre, Faculty of Agriculture, Chiang Mai University to set extension strategic plan in order to increase more coffee production in the future. Populations studied are coffee growers in 4 villages in 4 districts in Chiang Mai, namely, Ban Doi Sam Moen, Chiangdao district totalled 37 households, Ban Khun Wang, Sunpatong district totalled 37 households, Ban Bo Kaew, Hot district totalled 30 households and Ban Pa Miang, Doi Saket totalled 20 households. Therefore, there are 124 households altogether. Within 124 households, there are 85 growers, 11 non-growers and 28 discontinued growers. Among 85 growers, 20 growers have never received any income from growing coffee and hence deleted, leaving only 65 growers instead. All of them are hilltribes, except Ban Pa Miang being “Kon Muang” (or Northern Thai). Statistical technique used is “Stepwise Regression Analysis”.

From research findings, it is found that there are only three independent variables, namely, knowledge of taking care of growing coffee, experience in growing coffee and leadership position, are positively related to the adoption score; while age, fruit tree growing area, water sources, training experience, radio listening, credit, extension contact, coffee income have no relationship at all. Recommendations include more extension personnel training. This should be organised in order to increase more knowledge of taking care of coffee to farmers. In addition, coffee promotion in the future, “farmer leader” or “progressive farmer” should be an example for other farmers by means of bringing other farmers to visit their farms. If this is done, it is believed that coffee promotion will be reached growers rapidly and efficiently.