Information seeking behaviour of ordinary and elite saffron farmers in Iran

DOIhttps://doi.org/10.1108/EL-02-2016-0048
Date03 April 2017
Published date03 April 2017
Pages233-245
AuthorIraj Radad,Hassan Behzadi,Somayeh Zadehrahim
Subject MatterInformation & knowledge management,Information & communications technology,Internet
Information seeking behaviour of
ordinary and elite saffron
farmers in Iran
Iraj Radad
Department of Knowledge and Information Science,
Imam Reza International University, Mashhad, Islamic Republic of Iran
Hassan Behzadi
Department of Knowledge and Information Science,
Ferdowsi University of Mashhad, Mashhad, Islamic Republic of Iran, and
Somayeh Zadehrahim
Imam Reza international University, Mashhad, Islamic Republic of Iran
Abstract
Purpose The present research aims to compare information-seeking behaviour of ordinary and elite
saffron farmers in Iran.
Design/methodology/approach The study sample consisted of 375 saffron farmers (295 ordinary and
80 elite saffron farmers) selected using the cluster sampling method. Data were collected by a kind of
researcher-made questionnaire.
Findings The results showed saffron onion, pesticides, cultivators and farmland worker were the main
components of saffron farmers’ information-seeking behaviour of both groups. The most important sources of
information for both groups included reference to past experience, neighbouring saffron farmers, contact with
informants and other family members. The main criteria which affected the behaviour of the two groups on the
use of information sources were provided information in local language, native people, clear and intelligible
information and low cost. Farmers were also confronted with common problems such as lack of attention to
the needs of farmers and insufcient number of technical experts. It was also found that there was no
signicant relationship between information-seeking behaviour of elite and ordinary saffron farmers and their
performance.
Originality/value Saffron is one of the most important agricultural export products in Iran, and this
paper is the rst research in this subject. The results can help develop information-seeking behaviour of
farmers.
Keywords Iran, Information seeking behaviours, Elite saffron farmers, Ordinary saffron farmers
Paper type Research paper
Introduction and motivation
In an era where information is considered to be power, the distribution of information based
on the actual needs of users is essential. In other words, dissemination of information and
information-seeking play a crucial role in the success of sustainable development activities.
Bachhav (2012) noted that using information is the most important factor in enhancing
agricultural productivity. In this regard, farmers constantly manage and adapt their farm
businesses to remain competitive in a changing world. This is done by ne-tuning existing
This research was made possible through the help from the directors of Agricultural Organization of
South Khorasan Province, Iran. The researchers would like to thank them for their kind assistance.
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0264-0473.htm
Information
seeking
behaviour
233
Received 27 February 2016
Revised 2 April 2016
6 June 2016
Accepted 2 July 2016
TheElectronic Library
Vol.35 No. 2, 2017
pp.233-245
©Emerald Publishing Limited
0264-0473
DOI 10.1108/EL-02-2016-0048

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