Role of Socio-economics on Adoption Behaviour of Mustard Growers in Jaunpur District, Uttar Pradesh, India

Abstract

Mustard (Brassica juncea) is a key oilseed crop in Jaunpur district, Uttar Pradesh, contributing significantly to India’s agricultural economy. This study examines the association between the adoption behaviour of 300 mustard growers and 13 independent variables-age, education, caste, occupation, annual income, land holding, farming experience, source of irrigation, social participation, mass media participation, extension participation, attitude and knowledge level across four blocks (Sujanganj, Mungara Badshahpur, Machhlishahar and Mariyahu). Using a descriptive research design with multistage sampling, data were collected via structured interviews and analysed with Pearson’s correlation coefficient and chi-square tests. Results indicate no significant associations at the 5% level, with weak correlations ranging from -0.037 (education) to 0.091 (annual income). Annual income and irrigation source showed slight positive influences, while education and knowledge exhibited negative correlations, suggesting barriers like risk perception or diversification. Medium adoption (68.33%) reflects partial uptake of practices like high-yielding varieties and timely sowing, constrained by knowledge deficits (85%) and input unavailability (80%). Recommendations include enhanced Krishi Vigyan Kendra (KVK) training, Farmer Producer Organization (FPO) led input supply and Kisan Credit Card (KCC) loans to boost adoption and achieve yields of 25 quintals/ha, supporting sustainable agriculture and livelihoods.