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The Economics of Agricultural Information: Factors Affecting Commercial Farmers' Information Strategies in Ohio


  • Florian Diekmann
  • Cäzilia Loibl
  • Marvin T. Batte


Information-seeking behavior is one of the most enduring subjects in the marketing and agribusiness literature. Based on a mail survey of 3,000 randomly selected farmers in Ohio, this study contributes empirical evidence about differences in farmers' information strategies regarding type, amount, and sources of information, and identifies factors that explain the variation in farmers' information search behavior. Farmers split into four distinct search typologies. Farmers' attitudes toward search, farm sales, years farming, Internet access, and farm type were good predictors of search strategies, underscoring the value of the clustering approach for farmer segmentation. Copyright 2009 Agricultural and Applied Economics Association

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  • Florian Diekmann & Cäzilia Loibl & Marvin T. Batte, 2009. "The Economics of Agricultural Information: Factors Affecting Commercial Farmers' Information Strategies in Ohio," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(4), pages 853-872, December.
  • Handle: RePEc:oup:revage:v:31:y:2009:i:4:p:853-872

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    References listed on IDEAS

    1. David Sparling & Lynn Vander Pol, 2000. "Rol-Land Farms—Passing the Mantle," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 22(1), pages 285-290.
    2. Srinivasan, Narasimhan & Ratchford, Brian T, 1991. " An Empirical Test of a Model of External Search for Automobiles," Journal of Consumer Research, Oxford University Press, vol. 18(2), pages 233-242, September.
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    1. Villamil, María B. & Alexander, Myles & Silvis, Anne Heinze & Gray, Michael E., 2012. "Producer perceptions and information needs regarding their adoption of bioenergy crops," Renewable and Sustainable Energy Reviews, Elsevier, vol. 16(6), pages 3604-3612.

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