Farmers' attitudes toward the farm advisory service : a study in Cheviot County, North Canterbury, New Zealand

Abstract

A study of a probability sample of 65 sheep farmers in Cheviot County, New Zealand, was undertaken mainly to secure information regarding attitudes of farmers toward the extension service of the Ministry of Agriculture and Fisheries. The study was designed to investigate whether there is any relationship between attitudes toward the extension service and selected behavioural and demographic characteristics of farmers.

In general, the study showed a fairly favourable pattern of attitudes toward the extension service and its image as a communication source.

As regards the relationship between attitudes and behavioural characteristics, the study indicated that farmers with favourable attitudes tended to differ from those with less favourable attitudes on a number of characteristics. For example, farmers with favourable attitudes tended to have a higher level of exposure to extension communication channels, rely more on formal communication channels for their innovation decisions, and adopt more recommended farm practices. In contrast, farmers with less favourable attitudes tended to be relatively isolated with respect to use of the various extension channels.

The study showed also that attitudes tended to vary with certain socioeconomic characteristics of the farmers. For example, farmers with favourable attitudes tended to have larger farms, higher income, more liabilities related to farming, younger families, and higher social participation.

This information is expected to contribute to the development of a body of knowledge useful in formulating, and carrying out, agricultural extension strategies.