Mobile Phones in Agriculture: Understanding the Role of Perceived Awareness in Shaping Farmers' Adoption Decisions in Punjab, Pakistan

Abstract

Moving beyond the traditional technology adoption framework, this research investigates the complex relation between farmers' existing awareness and internal factors such as mobile phone adoption in Pakistan's agricultural sector. The present study has drawn a total random sample of 416 farmers from the five different agro-ecological zones of the Punjab Province in Pakistan through survey for data collection on mobile phone awareness and adoption intentions. The results show that farmers are aware of the benefits of mobile phones, but still need to improve their use of specialized apps and services for important farming tasks. The findings complement traditional adoption models, showing that behavioral intentions are formed by a direct combination of attitudes, prior awareness, and internal factors. The findings of the study highlight the importance of targeted interventions by extension professionals and policy makers to equip farmers with the necessary skills to use mobile phones, digital inclusion and promote agricultural development.