Enabling factors that affect information behaviors in value adding of farmers’ production and marketing in Thailand

Abstract

This article, as a part of the research on Farmers’ Patterns of Information Behavior, The objective was to study the enabling factors that affect information behaviors in value adding of farmers’ production and marketing in Thailand by using grounded theory. The quantitative study, in-depth interviewing, observation, and field notes were used for data collection in an educational service area located in Na Dee Subdistrict (alias). This area was identified for study based on the area’s relevance to the research objective. Key informants included 7 community leaders, 4 public-sector officers responsible for this area, and 15 farmers identified as being successful in farming production and marketing. Theoretical sampling was used to identify the study area and key informants. Grounded theory was used for data analysis via the interpretive approach and information obtained from key informants was modified accordingly. The researchers endeavored to link concepts from the interview phase to a theoretical conclusion. The research findings are described, as follows: 1. Personal factors were defined as personal characteristics that facilitated farmers’ information behaviors. Personal factors consisted of role(s) within the community, education level, habits, enthusiasm, awareness, ability and willingness to learn, information perception, news perception, ICT-use competency, need for social recognition, and reward system for competent and successful farming. 2. Information source factors consisted of information sources that were in close proximity, easy to access and understanding, and that had little or no cost. Information need was found to be consistent with level of sophistication used in the production process. 3. Environmental factors consisted of information culture and community culture. Information culture factors included ICT, mass media and local wisdom. Factors relating to community culture included leadership, community participation, self-reliance, governmental organizations, and agricultural extension.