Research Article
Authors
The study sought to better understand how Jamaican farmers make decisions on their farms and the thought process the farmers use to adopt or reject innovations in their farming operations. The qualitative interview protocol was developed by the researchers and included open-ended questions, which were facilitated through face-to-face interviews on or near the participant's farm. The questions in the interview protocol were each designed around each one of the stages of Rogers' innovation-decision process. The following themes emerged from the data analysis: (a) wanting to know more, (b) easy to find information, (c) guiding emotions, (d) discussion with other farmers, (e) emotions affecting decisions, (f) comparison of new to old techniques, (g) support for implementation, (h) using old and new techniques together, (i) continue if there are positive results, and (j) re-evaluate if there are negative results. To help Jamaican farmers gain access to new knowledge and innovations, it is recommended that extension professionals and other non-government organizations that focus on agricultural development build positive relationships with the local farmer groups within the community. Building positive relationships will help better understand the needs of the farmers, introduce innovations, and provide support throughout the five stages of Rogers' innovation-decision process.
Keywords: Diffusion of Innovations, Adoption, Extension, Farming, Responsible Consumption and Production
How to Cite: Brandl, D. , Conner, N. W. , Reiling, B. , Clarke-Sinclair, L. , Taylor, R. & Husmann, D. (2026) “The Decision-making Process through the Eyes of Farmers in Jamaica”, Journal of International Agricultural and Extension Education. 33(2). doi: https://doi.org/10.4148/jiaee.20817
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