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.
Kabanda, S. (author), Brown, I. (author), and Centre for IT and National Development in Africa, Dept. of Information Systems, University of Cape Town, Private Bag X3, Rondebosch, South Africa
Format:
Journal article
Publication Date:
2017-07
Published:
Tanzania: Elsevier Ltd.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: D08102
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.
International: International Training Division, Office of International Cooperation and Development, U.S. Department of Agriculture, Washington, D.C.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C30032
Notes:
Estimated 150 pages., "Tested training experiences for participants working in rural development programs." Outline and resources for a six-week course.
