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.
Traces the expansion in number of media options available during the past 30 years and expresses appreciation to readers for their readership of Successful Farming magazine in that competitive environment.
Anderson, M.A. (author), Cairns, L.E. (author), Heady, E.O. (author), and Baum, E.L. (author)
Format:
Research summary
Publication Date:
1956
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: B00090
Notes:
AgComm Teaching. Review of Extension Research 1946/47-1956, Extension Service Circular 506, U.S. Department of Agriculture, Washington, D.C., Iowa Agricultural Experiment Station, Iowa State College, Ames. Special Report 16. 36 pages.
16 pages., via online journal., raceability system has received wide attention in solving food safety issues, via which food information could be tracked back to producer/farmers. Consumers need to obtain this information from producers or social networks, trust in the information, and consequently assess perceived risks, especially when food scandals are exposed to the media. In this study, we introduce the social embeddedness theory to understand how consumers' social activities affect their risk perceptions on traceable food. Specifically, we investigate how risk perceptions are predicted by the interpersonal relationships, organizational level and social-level relationships. Results show that the interpersonal relationships were associated with lower levels of risk perceptions, while organizational and social relationships impacted consumer's risk perceptions at middle and higher levels, respectively. Results also show that the “ripple effect” extended to effect of risk events with negative information, however, did not exist for the group exposed to positive information. Potential food safety implications have been proposed to identify for effective risk mitigation under media coverages.
Beal, George M. (author), Bohlen, Joe M. (author), and Lingren, Herbert G. (author)
Format:
Report
Publication Date:
1966
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: B01824
Notes:
#980, Harold Swanson Collection. Claude W. Gifford Collection., Ames, IA : Agricultural and Home Economics Experiment Station, Cooperative Extension Service, Iowa State University of Science and Technology, 1966. 24 p. (Special Report No.49)
