Innovation Attributes and Dairy Farm Women’s Perceptions of Milk-Based Value-Added Practices: Evidence from Mathura District, Uttar Pradesh, India

Abstract

Dairy farming plays a significant role in the rural economy, and women are actively involved in key activities such as milking, feeding, processing and marketing dairy products. Understanding their perceptions of value-added practices helps identify their awareness, acceptance, challenges and willingness to adopt innovative dairy processing techniques. This study aimed to analyse dairy farm women’s perceptions of milk value addition and associated economic opportunities. The study was conducted in 2024 to assess the perceptions of dairy farm women in Mathura district of Uttar Pradesh towards milk-based value-added practices. From the district, five blocks were selected, followed by the selection of two villages from each block. Finally, 15 dairy farm women were selected from each village using a random sampling technique, yielding a total sample size of 150 respondents. Respondents were selected based on two criteria: owning at least one dairy animal and processing at least one dairy product. Data were collected using a pre-tested, well-structured interview schedule. Respondents’ perceptions were measured using a five-point Likert continuum scale. The analysis revealed that dairy farm women exhibited a highly positive perception towards the production and utilisation of dairy-based value-added products. This favourable outlook was driven by perceived profitability, improved market opportunities and effective utilisation of milk resources. Their perceptions were further enhanced by factors such as trialability, compatibility and observability, whereas the complexities involved in processing and marketing served as major barriers. Consequently, this favourable outlook suggests substantial potential for enhancing women’s participation in value-addition activities within the dairy sector. The findings further indicate that women engaged in dairy farming possess significant opportunities for economic empowerment and entrepreneurship, particularly in countries such as India, where they constitute nearly 70% of dairying activities. Harnessing this positive disposition through appropriate capacity-building initiatives, access to resources and institutional support could facilitate the wider adoption of value-added dairy practices, thereby contributing to improved livelihoods, increased household incomes and sustainable development of the dairy sector.