Determinants of Farmers’ Motivation for Litchi Cultivation in Kapasia, Bangladesh: An Analysis Based on Maslow’s Hierarchy of Needs

Litchi cultivation is highly profitable business in Gazipur District, Bangladesh specially in Kapasia upazila. This study aimed to assess the motivation of litchi farmers using Maslow’s Hierarchy of Needs Theory, identify their socio-economic characteristics, and explore the major constraints they face in litchi cultivation. Data were collected randomly from 110 litchi farmers through a semi structured interview schedule. The results indicated that farmers primarily motivated to fulfil physiological and safety needs like, fulfilling familys’ food requirements, ensuring shelter and cloth to the family members. It was observed that farmers safety needs and esteem needs were high in comparison to aesthetic, esteem and self-actualization needs. However, farmers showed lower interest to fulfil some aspects of self-actualization needs such as teaching or motivating farmers. Key obstacles reported by farmers included inflorescence drop, irrigation issues, drying of flower clusters and inadequate support from agricultural extension officers. The study recommends increasing training opportunities, enhancing the role of extension services and conducting need-based research to further motivate farmers.