Abstract

                                Indian agriculture has undergone enormous change since the Green Revolution in order to meet the demands of the country's constantly expanding population. Utilizing chemical fertilizers excessively to protect plants is one such change. Concerns about these chemical fertilizers’ detrimental impacts on human and soil health have recently risen. Alternative approaches, such as eco-friendly bio fertilizers, are being used to counteract these negative impacts of conventional fertilizers. Consequently, a deeper comprehension of farmers' preferences for bio fertilizers is required especially in hill vegetable cultivation. This study focuses on the several variables that significantly influence the farmers' decisions to use bio-fertilizers. An exploratory factor analysis was conducted, and the findings revealed that experience, effectiveness, product quality, brand loyalty, advertising, and dealers' influence were some of the key factors that drove farmers to use bio-fertilizers

Key words : Factors influencing; Biofertilizers; Factors analysis; Vegetable cultivation