Investigating Media Exposure in Organic Farming Among Members of Agricultural Community Enterprises in Phetchaburi Province

Abstract

This descriptive research aimed (1) to study media exposure regarding the promotion of organic farming among members of agricultural community enterprises in Phetchaburi Province, and (2) to examine their content needs related to organic farming and their interest in adopting organic farming practices. The population comprised four agricultural community enterprises, and the sample consisted of 180 members selected through purposive sampling. In the first stage, community enterprises that received the Outstanding Community Enterprise Award for the Western Region between 2018 and 2021 were selected. In the second stage, members were interviewed using accidental sampling. The research instrument was an interview form divided into four sections. The research findings revealed that (1) members of agricultural community enterprises in Phetchaburi Province were exposed to media related to organic farming more than seven times per week, primarily through mobile phones, computers, or tablet PCs; (2) regarding content needs, the members expressed the highest interest in information about marketing and distribution channels for organic products; and (3) short video clips were found to be the most effective medium for stimulating media exposure to organic farming information and news.