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

• Main Authors: Ammar Redza, Ahmad Rizal, Shahrina, Md Nordin, Mohd Shamsuri, Md Saad
• Format: Article
• Language: English
• Published: Universal Publishers - Boca Raton 2017
• Subjects: HE Transportation and Communications; S Agriculture (General)
• Online Access: http://ir.unimas.my/id/eprint/36073/1/paddy1.pdf; http://ir.unimas.my/id/eprint/36073/; http://www.gbmrjournal.com/http://www.gbmrjournal.com/vol9no1s.htm

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.