Assessment of farmers’ awareness, perception, and willingness to pay for Agromet Advisory Services in India

Agromet Advisory Services (AAS) is a climate change adaptation strategy that combines meteorological knowledge with agricultural guidance to help farmers make weather-informed decisions, reducing risks and enhancing socio-economic outcomes. This study explores farmers’ awareness and perceptions of climate change, AAS, and willingness to pay (WTP) across diverse agro-climatic zones in India. A framework integrating Innovation Diffusion Theory (IDT), Adopter Perception Theory (APT), and Random Utility Theory (RUT) guided the analytical design. Data were collected from 460 AAS-recipient farmers across 23 AICRPAM cooperating centres in six agro-climatic zones using a pre-tested structured questionnaire through face-to-face interviews. Results revealed most farmers were aware of changes in rainfall patterns and temperature, though awareness of less frequent events like cyclones and biodiversity loss was limited. AAS awareness was high, with 59% of farmers fully informed about the services and benefits. However, regional variations in perceptions were observed, particularly concerning pest management and AAS efficacy, with eastern zone farmers expressing skepticism. Binary logistic regression indicated that climate change awareness, satisfaction with AAS, family size and type,area, and irrigation facility were significantly associated with WTP. Findings highlight the need for region-specific awareness campaigns, tailored communication strategies, affordable pricing, and targeted subsidies for smallholder farmers with limited landholding and irrigation access.