Abstract

Agriculture training videos (ATV) facilitate the wider dissemination of agricultural technologies and encourage farmers to adapt the learnings to their conditions. However, producing quality video is expensive as well as challenging for notable number of agricultural extension organizations across many Africa countries. This paper compares farmers' willingness to pay (WTP) for two distinct video quality levels—a cheap, amateurish video and a costly, professionally produced video. Using stratified random sampling, 91 farmers were selected for the experimental auction sessions. These farmers were chosen from a database that was compiled by the Ministry of Agriculture developed in 2021, with a total population of 382 vegetable farmers. Data were analyzed using Student's t-test and Tobit model. 97% of farmers who attend the experimental auction sessions, agreed to pay for the ATV and results show a significant difference of 0.063 USD between the two videos, and in favor of professional video. Farmers’ WTP for ATV is influenced by education, access to funding, images clarity, type of character in videos, understanding level of message and language spoken. Video quality is very important in the learning process in rural areas and support the promotion of professional videos. However, amateur videos can be used in agricultural training if financial support are not available for professional videos production.

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