Farmers’ Information Behavior in Georgia in the Context of Agricultural and Environmental Media Coverage

Abstract

This study examines farmers’ information behavior in Georgia in the context of agricultural and environmental media coverage. The
research aims to identify the primary sources of information used by farmers, assess the perceived usefulness of mediated agricultural content, explore barriers to information access and application, and analyze how received information is translated into farming practice. The study is based on a quantitative field survey conducted across all regions of Georgia. A total of 365 respondents, including both familybased and business-oriented farmers, were interviewed using a structured questionnaire through face-to-face data collection. Cluster sampling was applied to ensure regional representation. In minoritypopulated areas, interviews were conducted in Azerbaijani and Armenian; 7% of respondents represent ethnic minority communities.
The findings indicate that farmers utilize information in diverse ways, including improving crop yield and product quality, adopting eco- and bio-friendly practices, enhancing beekeeping methods, reducing production costs, and experimenting with new agricultural techniques. At the same time, a segment of respondents demonstrates skepticism toward media-based information, while others express willingness to apply knowledge in the future. The results highlight the importance of targeted, accessible, and culturally sensitive agricultural communication strategies to enhance knowledge transfer and practical implementation in the farming sector.