Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 116 Document Number: C11764
Notes:
Francis C. Byrnes Collection, Proceedings of the 13th annual conference of the Association for International Agricultural and Extension Education, Arlington, Virginia, April 3-5, 1997.
This article is maintained in the office of the Agricultural Communications Program, University of Illinois > "International" section > "Philippines CARD Group" file folder., Brief summary of vital communications components of the Masagana Farm Program
14 pages., Via online journal., Green technology is the means of improving towards the rising environmental concern. The implication of green fertilizer technology (GFT) is the need for the modern development of environmentally friendly technology, also to increase the production level among all the agriculture crops. It is especially needed for paddy production, as it has always been considered as an important commodity because it is the main staple food for the nation. Paddy production in Malaysia using GFT allows for sustainable development and boosts the yield. Nevertheless, the adoption rate of GFT is unsatisfactory in most of the developing countries, including in Malaysia. The fact that the cost of production is considerably higher results in low-level perception regarding the adoption of GFT. Hence, the integration of communication and technology factors could become one of the main elements for the further development of the paddy sector in Malaysia. The overall objective of this research study will identify the factors that determine paddy farmer's adoption decision on GFT in Malaysia. To do so, a literature review was compiled on the topic of agriculture innovation-based adoption decision theories such as Diffusion of innovation (DOI), Theory of reasoned action (TRA), Theory of Planned Behavior (TPB) and Technology acceptance model (TAM) and communication channels to study paddy farmers' adoption decision of GFT. The results of the review revealed that this framework highlights adoption as an intricate behavior, interweaving aspects such as communication channels, socio-psychological and innovation attribute considerations. The conceptual framework illuminates the decision towards adoption as a self-motivated process, assumes a composite interaction among groups of variables coming from two different theories. The combination of DOI, TRA, TPB, TAM and communication channels overcome some limitations that arise when the only theory is used to examine the adoption decision among paddy farmers in Malaysia. Correspondingly, there has been limited empirical research done on the decision of adoption toward GFT use among paddy farmers in Malaysia.
Ryan, Bryce (author), Gross, Neal (author), and Department of Sociology, University of Ceylon; Department of Sociology, University of Minnesota.
Format:
Report
Publication Date:
1950
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 38 Document Number: B04267
Notes:
Includes Table of Contents and Summary. Review of Extension Research 1946/47-1956, Extension Service Circular 506, U.S. Department of Agriculture, Washington, D.C., Ames, IA : Iowa State College of Agriculture and Mechanics Arts, Iowa Agricultural Experiment Station, 1950. 663-678 p. (Research Bulletin 372)
