Innovation Diffusion: Farmers’ Perception towards New Green Fertilizer in Granary Paddy Fields in Malaysia

Ammar Redza, Ahmad Rizal and Shahrina, Md Nordin and Mohd Shamsuri, Md Saad (2017) Innovation Diffusion: Farmers’ Perception towards New Green Fertilizer in Granary Paddy Fields in Malaysia. Global Business and Management Research: An International Journal, 9 (1). pp. 690-702. ISSN 1947-5667

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Abstract

Purpose: The study conducted to investigate the challenges that are faced in innovation diffusion effort of new green technology specifically on green urea Design/methodology/approach: The study adopted a quantitative method employing survey technique Findings: The paper will discuss the research findings that provide an insight into farmers' readiness to accept new green technology fertilizer, the extent of involvement in using green fertilizer, their perception on new fertilizer management and the role of agricultural extension officers. Originality/value: The paper shall highlight areas for further improvement of strategic communication strategies for new green technology leading to effective diffusion of innovation for adoption.

Item Type: Article
Uncontrolled Keywords: Innovation diffusion; communication strategy; green technology; fertilizer; agriculture, UNIMAS, University, Borneo, Malaysia, sarawak, Kuching, Samarahan, IPTA, education, Universiti Malaysia Sarawak
Subjects: H Social Sciences > HE Transportation and Communications
S Agriculture > S Agriculture (General)
Divisions: Academic Faculties, Institutes and Centres > Faculty of Language & Communication
Depositing User: Ahmad Rizal
Date Deposited: 13 Sep 2021 01:55
Last Modified: 13 Sep 2021 01:55
URI: http://ir.unimas.my/id/eprint/36073

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