Segmenting paddy farmers' attitude and behavior

Adnan, Nadia, Nordin, Shahrina Md and Noor, Amir Noor (2017) Segmenting paddy farmers' attitude and behavior. In: Driving agribusiness with technology innovations. Advances in business strategy and competitive advantage . IGI Global, Hershey, Pennsylvania, pp. 165-190. ISBN 978-1-5225-2107-5

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Abstract / Description

Agriculture is the major driving force of Malaysian economic. The aim of this research study is to segment the behavior of paddy farmers in Malaysia and understand how they influence adoption, a green fertilizer technology (GFT). The first objective of this chapter is to establish the thinking which enables a society to bridge the gap between embracing GFT among paddy farmer in Malaysia. Furthermore, the study builds the conceptual framework and examine the relationship among the relevant construct of this conceptual framework which was found by critically examining the different agricultural innovation literature. To make this conceptual framework robust it is found in the literature that theory of planned behavior and theory of reasoned action play a major role in segment farmer's behavior towards the adoption of GFT. Policy implications and/or suggestions for future research are deliberated for each issue and factor that affecting the adoption of GFT.

Item Type: Book Section
Additional Information: ** From Crossref via Jisc Publications Router
Uncontrolled Keywords: agriculture; Malaysian economy; Malaysia; green fertilizer technology (GFT)
Subjects: 300 Social sciences > 330 Economics
600 Technology > 630 Agriculture & related technologies
Department: School of Computing and Digital Media
SWORD Depositor: Pub Router
Depositing User: Pub Router
Date Deposited: 13 Mar 2019 11:50
Last Modified: 12 Jul 2019 08:25

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