Abstract
Continuous innovation towards a more sustainable agriculture is an important trend in today’s modern era. Farmers are consistently required to apply essential technologies in enhancing crucial farming practices, regardless of age. The purpose of this qualitative research, therefore, was to carefully examine the information needs and search behaviours of two major farm groups, termed millennial and progressive, using a multi-case study approach. Data were collected by conducting semi-structured interviews with selected participants, comprised of 10 millennial and 5 progressive farmers. Consequently, various trends in information needs and search behaviours in both cases, were discovered, by employing explanation technique. The results showed the millennial generation farmers were more inclined to source for materials on technology access and marketing partnership from diverse communities. Meanwhile, the progressives were known to explore data regarding technology and efforts to improve on farm product quality from the Agriculture Department as well as market insights from close network.
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