In the heart of Gujarat’s Junagadh district, a quiet revolution is taking root, one that could reshape the future of agriculture and significantly reduce environmental pollution. A recent study, published in the ‘International Journal of Bio-Resource and Stress Management’, has shed light on the pivotal role the internet plays in encouraging farmers to adopt bio-pesticides, a sustainable alternative to chemical pesticides.
The research, led by K. N. Pithiya from the Post Graduate Institute of Agri-Business Management at Junagadh Agricultural University, surveyed 160 farmers over six months in 2024. The study found that internet usage directly contributes to the application of bio-pesticides, with farmers finding these resources both useful and easy to use. “The internet has emerged as a powerful tool in the hands of farmers,” Pithiya noted, “It’s not just about access to information; it’s about empowering farmers to make informed decisions that benefit both their livelihoods and the environment.”
The study employed a Probit model to identify the influencing factors regarding the use of the internet on farmers’ selection of bio-pesticides and adopted the TAM-PR (Technology Acceptance Model – Perceived Risk) model to explore its intrinsic mechanisms. The findings revealed that the internet’s perceived usefulness and ease of use indirectly influence farmers’ decisions to adopt bio-pesticides. Notably, the study also found that farmers with higher academic qualifications were more likely to adopt bio-pesticides, highlighting the importance of education in driving sustainable agricultural practices.
The commercial implications of this research are substantial. As the global push for sustainable and eco-friendly agricultural practices gains momentum, the adoption of bio-pesticides presents a significant market opportunity. Farmers who embrace this technology can tap into premium markets that value environmentally friendly produce, potentially commanding higher prices and securing long-term contracts with buyers conscious of their environmental footprint.
Moreover, the study underscores the need for continued investment in rural internet infrastructure. By enhancing connectivity, policymakers and private sector players can facilitate the widespread adoption of bio-pesticides, driving a greener, more sustainable agricultural sector. “This is not just about individual farmers making a choice,” Pithiya explained, “It’s about creating an ecosystem that supports and encourages sustainable practices. The internet is a key enabler in this transition.”
As the world grapples with the challenges of climate change and environmental degradation, the findings of this study offer a beacon of hope. By leveraging the power of the internet, farmers can lead the charge towards a more sustainable future, one that benefits both their livelihoods and the planet. The research not only highlights the immediate commercial impacts but also sets the stage for future developments in agritech, where digital tools and sustainable practices converge to create a more resilient and eco-friendly agricultural sector.