This study examine the factors influencing radio adoption decision of rice farmers in the dissemination of agricultural information in Zamfara state. The research study applied agenda setting theory to show how selection of topics and packaging of agricultural content impact on rice farmer’s uptake of agricultural information. The research use a structured questionnaire to collect data for the study. A multi-stage, simple random and purposive sampling techniques were adopted to select a sample of 350 farm respondents. The data collected were analyzed using a descriptive statistics such frequency and percentage and logit regression analysis to estimate factors influencing radio adoption decision in knowledge sharing. The estimate shows that, age, farming experience, access to agricultural information via radio, association membership and gender are significant at 5%, 1% and 10% respectively. It is therefore recommended that, more radio stations should be develop and should also partner with agriculture institutions to overcome challenges that both side experience
Keywords: Adoption, Agriculture, Decision, Factors, Information, Radio, Rice Farmers, dissemination, influencing
