Vol. 7, Issue 6, Part B (2025)

The increasing concern for sustainable agriculture has shifted the focus of Indian farmers toward eco-friendly alternatives such as biofertilizers. This study explores the buying behavior of rural consumers toward biofertilizers in Tenali Mandal of Guntur district, Andhra Pradesh. A sample of 100 farmers was selected through simple random sampling. A structured interview schedule was used to gather data on socio-economic characteristics, awareness levels, usage patterns, and constraints faced by farmers. Analytical tools used include descriptive statistics, Likert scale analysis, chi-square tests, Garrett’s ranking technique, and multiple regression analysis. The study reveals that socio-economic factors such as education, income, and farm size significantly affect purchasing decisions. Around 60% of farmers were aware of biofertilizers, but only 45% regularly used them. Major challenges identified include lack of awareness (ranked 1^st), non-availability in local markets (2^nd), and doubts about effectiveness (3^rd). Regression results confirmed that education level and awareness positively influenced buying behavior at a 5% significance level. The study recommends improving extension services, offering subsidies, enhancing supply chain networks, and promoting demonstration trials to boost biofertilizer adoption. These measures will not only increase adoption but also ensure long-term sustainability and environmental health in agriculture.