Behavioural Characteristics of Paddy Growers Influencing Adoption of Recommended Bio-fertilizers Practices in Vellore District, Tamil Nadu, India

This study aimed to assess the innovativeness, risk orientation and information source utilization of paddy growers regarding the recommended biofertilizer practices in selected six villages at Gudiyattam taluk in Vellore District of Tamil Nadu. The sample size of 120 was determined using a proportionate random sampling method, considering time and resource constraints. Data were collected through a well-structured interview schedule, with the researcher conducting face-to-face interviews with the respondents. The collected data were then analysed and tabulated for statistical analysis. The results revealed that 57.50 per cent of the respondents exhibited a medium level of innovativeness, followed by a low level (22.50 %) and a high level (20.00 %). Regarding risk orientation, slightly more than half of the respondents (55.84 %) showed a medium level of risk orientation, followed by a low level (30.00 %) and only 14.16 per cent demonstrated a high level of risk orientation. A little more than half (55.00 per cent) of the respondents had medium level of information source utilization followed by low level (35.83 %) and high level (09.17 %).