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dc.contributorKaabneh, Awaden_US
dc.contributorHaddad, Nizzaren_US
dc.contributorLouhaichi, Mouniren_US
dc.creatorHassan, Sawsanen_US
dc.identifier.citationSawsan Hassan, Awad Kaabneh, Nizzar Haddad, Mounir Louhaichi. (21/9/2022). Impact of awareness campaign for enhancing adoption of new cactus pear accessions in Jordan. Acta Horticulturae, 1343, pp. 373-342.en_US
dc.description.abstractCactus pear (Opuntia ficus-indica (L.) Mill.) fruits are increasingly in demand by consumers in Jordan and across the Mediterranean region. For many decades, the only cactus pear fruit available in local markets were the yellow-orange fruits. Recently, over 50 new cactus pear accessions with different genetic and morphological traits and different fruit colors ranging from white to red have been introduced and evaluated at Mushaqqar research station at the National Center for Agricultural Research (NARC) in Jordan. Awareness campaigns using field days, broadcasting through local media channel and farmer-to-farmer visits have been used to promote adoption and change consumer behavior. The objective of this study was to evaluate the impact of an awareness campaign aimed at boosting the adoption of new cactus pear accessions in Jordan. The data were collected from a survey of 100 households who recently received the new cactus pear accessions. The results revealed that 50 percent of farmers were aware of the new accessions through television. The new cactus pear accessions created enough interest among 25 percent of the farmers surveyed to start cactus pear cultivation for their own consumption and influenced at least 15% to start planting cactus pear as a business opportunity. Farmers who already have cactus plantations think the new accessions will bring a better market price. These findings suggest that raising awareness about new agricultural technologies can increase adoption and mainstream media could be an effective way to disseminate the new cactus pear accessions and offer an opportunity to help farmers diversify their products and increase their incomes.en_US
dc.publisherInternational Society for Horticultural Science (ISHS)en_US
dc.rightsCopyrighted; all rights reserveden_US
dc.sourceActa Horticulturae;1343,(2022) Pagination 373-342en_US
dc.subjectfarmers livelihooden_US
dc.subjectclimate actionen_US
dc.subjectclimate adaptation and mitigationen_US
dc.subjectcactus pear fruit colorsen_US
dc.subjectcactus pear commercializationen_US
dc.titleImpact of awareness campaign for enhancing adoption of new cactus pear accessions in Jordanen_US
dc.typeJournal Articleen_US
cg.creator.idHassan, Sawsan: 0000-0002-5057-8957en_US
cg.creator.idLouhaichi, Mounir: 0000-0002-4543-7631en_US
cg.subject.agrovocopuntia ficus-indicaen_US
cg.contributor.centerInternational Center for Agricultural Research in the Dry Areas - ICARDAen_US
cg.contributor.centerNational Agricultural Research Center Jordan - NARC Jordanen_US
cg.contributor.crpResilient Agrifood Systems - RAFSen_US
cg.contributor.funderCGIAR System Organization - CGIARen_US
cg.contributor.project-lead-instituteInternational Center for Agricultural Research in the Dry Areas - ICARDAen_US
cg.coverage.regionWestern Asiaen_US
dc.identifier.statusTimeless limited accessen_US
cg.subject.sdgSDG 13 - Climate actionen_US
cg.subject.actionAreaResilient Agrifood Systemsen_US
cg.subject.impactAreaClimate adaptation and mitigationen_US
cg.journalActa Horticulturaeen_US

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