Abstract:
This study examines market information barriers among smallholder orange farmers in Tanzania,
employing Rogers’ Diffusion of Innovations theory as an analytical lens. A mixed-methods design was
adopted, combining a household survey of 133 farmers (103 valid responses, 77.4% response rate) with
four semi-structured interviews involving village leaders and agricultural extension officers,
supplemented by document reviews. The objectives of the study are (i) to determine the specific market
information needs of orange farmers in Muheza District, and (ii) to identify barriers affecting their
access and use of such information. Findings reveal that digital exclusion driven by low literacy,
linguistic incompatibility, and infrastructural gaps disproportionately restricts farmers’ access to
critical knowledge on price negotiation and quality standards. Quantitative results show that 61% of
respondents were women and 72% were under the age of 50, highlighting both gendered constraints
and generational differences in technology adoption. Women, constituting the majority of growers, face
compounded marginalisation through limited mobility and resource access. Unlike staple crops,
Tanzania’s perishable orange sector demands real-time market intelligence, yet institutional voids and
incompatible innovation design hinder adoption. The study establishes novel intersections between
gender dynamics, crop-specific value chains, and technology adoption constraints. It calls for blended
analog-digital information systems, gender-responsive extension services, and community-centered
platforms to bridge access gaps. Implications advance inclusive agricultural innovation frameworks for
perishable crop economies in the Global South.
