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.
Budiwidjaja, Arif (author / Chief Librarian, Faculty of Agriculture, Gadjah Mada University) and Evans, James F. (author / Head, Teaching and Research, Agricultural Communications, University of Illinois)
Format:
Proposal
Language:
Multilingual
Publication Date:
1982
Published:
Indonesia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 123 Document Number: D11166
Notes:
From the International Programs file of the Office of Agricultural Communications and Education, College of Agriculture, University of Illinois., This project file relates to research and planning by a joint faculty study team from Gadjah Mada University, Yogyakarta, Indonesia, and the University of Illinois, Urbana-Champaign, USA. The study team embarked on it with the belief that a literature identification project involving Indonesian agricultural communication is an integral part of any effort to establish academic programs of agricultural communication teaching and research. The file contains correspondence, an initial list of more than 200 documents identified in the GMU Library System, and a preliminary proposal.
