A Behavioural Approach to Understanding Semi-subsistence Farmers' Technology Adoption Decisions: The Case of Improved Paddy-Prawn System in Indonesia
Authors: Leonardo A. A. T. Sambodoa; Peter L. Nuthallb
Authors: Leonardo A. A. T. Sambodoa; Peter L. Nuthallb
Published in: 
The Journal of Agricultural Education and Extension, Volume 16, Issue 2 June 2010 , pages 111 - 129
The Journal of Agricultural Education and Extension, Volume 16, Issue 2 June 2010 , pages 111 - 129 Formats available: HTML (English) : PDF (English)
Previously published as: European Journal of Agricultural Education and Extension (1381-2335) until 1998
Abstract
Purpose. This study traced the origins of subsistence Farmers' technology adoption attitudes and extracted the critical elements in their decision making systems.
Design/Methodology/Approach. The analysis was structured using a model based on the Theory of Planned Behaviour (TPB). The role of a 'bargaining process' was particularly explored to partially represent the socio-cultural influences, as it became clear social influences were important to decision-making in subsistence situations. The adoption of an improved paddy-prawn system in Indonesia was used as a case study.
Findings. The results highlighted the Farmers' use of rational strategies and the socio-cultural interactions in decision-making. Before they would fully adopt the farmers needed to confirm that a new technology was significantly superior to the existing system and could provide a secure income. The role of, largely, a family bargaining process was found to be important.
Practical Implications. The model parameters offer a realistic description of the subsistence farmers' decision-making process and consequently provide food for thought when developing extension programmes.
Originality/Value. The use of the bargaining process has not been considered in previous studies using a TPB model. This bargaining process seemed to integrate different sets of decision criteria the farmers had learned and in which they believed. Such a process indicated the importance of considering the adoption decision and the relevant changes resulting from the farmers' cognition and interaction.
Design/Methodology/Approach. The analysis was structured using a model based on the Theory of Planned Behaviour (TPB). The role of a 'bargaining process' was particularly explored to partially represent the socio-cultural influences, as it became clear social influences were important to decision-making in subsistence situations. The adoption of an improved paddy-prawn system in Indonesia was used as a case study.
Findings. The results highlighted the Farmers' use of rational strategies and the socio-cultural interactions in decision-making. Before they would fully adopt the farmers needed to confirm that a new technology was significantly superior to the existing system and could provide a secure income. The role of, largely, a family bargaining process was found to be important.
Practical Implications. The model parameters offer a realistic description of the subsistence farmers' decision-making process and consequently provide food for thought when developing extension programmes.
Originality/Value. The use of the bargaining process has not been considered in previous studies using a TPB model. This bargaining process seemed to integrate different sets of decision criteria the farmers had learned and in which they believed. Such a process indicated the importance of considering the adoption decision and the relevant changes resulting from the farmers' cognition and interaction.
© 'Copyright Holder', 2010.
This is the author's version of the work. It is posted here by permission of 'Copyright Holder' for personal use, not for redistribution.
The definitive version was published in The Journal of Agricultural Education and Extension, Volume 16 Issue 2, June 2010.
doi:10.1080/13892241003651373 (http://dx.doi.org/10.1080/13892241003651373)
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