Persuasion of farmers towards citrus cultivation in Haryana: An empirical analysis
1 Department of Sociology, College of Basic Sciences and Humanities, CCS Haryana Agricultural University, Hisar-125004, Haryana.. 2Assistant Professor, Department of Sociology, College of Basic Sciences and Humanities, CCS Haryana Agricultural University, Hisar-125004, Haryana. 3Assistant Professor, C.R. Law College, Hisar-125001, Haryana. E-mail: eralamba.9@gmail.com
DOI: https://doi.org/10.37855/jah.2026.v28i02.51
The study examined the level of persuasion of farmers towards citrus cultivation as a viable and sustainable enterprise among existing citrus growers in Haryana, India. The present research was conducted in the districts of Sirsa, Hisar, and Fatehabad of Haryana. A survey was conducted on a sample of 180 farmers through structured interview schedule and the results were analysed with the use of descriptive and inferential statistics such as Relative Importance Index (RII), Chi-square test of independence and Factor analysis. The persuasion inventory showed a high level of internal consistency (Cronbach alpha = 0.917). The findings revealed that 62.22% of farmers had moderate persuasion levels toward citrus cultivation. Key persuasive factors were profitability, water-use efficiency, diversification, and employment generation (RII > 0.75). The weakest persuasive factors were inadequate postharvest infrastructure, and long gestation period (RII < 0.55). Socio-economic variables such as education, income, extension contact, and mass media exposure were in a highly significant (P < 0.01) association with the level of persuasion. The Factor analysis extracted five distinct components accounting for 63.14% of the total variance. The five components were: Institutional support, market assurance and risk perception; Economic and resource sustainability; Labour and soil considerations; Agronomic and postharvest practices; and Agro- climatic compatibility. Overall, citrus cultivation was perceived as a promising avenue for agricultural diversification in Haryana, though its wider adoption is dependent on strengthened institutional support especially in the areas of extension services and infrastructure.
