Information seeking behaviour of ordinary and elite saffron farmers in Iran

Abstract

Purpose The present research aims to compare information-seeking behaviour of ordinary and elite saffron farmers in Iran. Design/methodology/approach The study sample consisted of 375 saffron farmers (295 ordinary and 80 elite saffron farmers) selected using the cluster sampling method. Data were collected by a kind of researcher-made questionnaire. Findings The results showed saffron onion, pesticides, cultivators and farmland worker were the main components of saffron farmers’ information-seeking behaviour of both groups. The most important sources of information for both groups included reference to past experience, neighbouring saffron farmers, contact with informants and other family members. The main criteria which affected the behaviour of the two groups on the use of information sources were provided information in local language, native people, clear and intelligible information and low cost. Farmers were also confronted with common problems such as lack of attention to the needs of farmers and insufficient number of technical experts. It was also found that there was no significant relationship between information-seeking behaviour of elite and ordinary saffron farmers and their performance. Originality/value Saffron is one of the most important agricultural export products in Iran, and this paper is the first research in this subject. The results can help develop information-seeking behaviour of farmers.