Rice Farmer’s Perception and Factors Influencing Intention and Attitude on Adoption of Hybrid Rice

Authors

Ahmad Mas'Oud Muhd Halimi, UTB School of Business, Universiti Teknologi Brunei, Gadong, BA1410, Bandar Seri Begawan, Brunei Darussalam
Ulaganathan Subramanian, UTB School of Business, Universiti Teknologi Brunei, Gadong, BA1410, Bandar Seri Begawan, Brunei DarussalamFollow

Abstract

Rice is considered the staple food of Brunei Darussalam, where most rice is imported from different countries. This poses a risk regarding food security wherein an unwanted event of restricted rice importation, Brunei, may experience difficulties. Hybrid rice cultivation is one of Brunei's best food security options. We studied the farmers' attitudes towards mixed rice farming in Brunei. We divided the farmers into two groups for the purpose of our study. Agriculture cooperative members and non-members. For attitude, perceived ease of use positively impacts attitude significantly for member rice farmers, while perceived usefulness positively impacts attitude for non-member rice farmers. Thus, for proper implementation of hybrid rice for rice farmers, boosting attitude, usefulness, and ease of implementing the system would make adopting hybrid rice more prevalent.

Keywords

Hybrid rice, Farming, Bruni, Attitude.

Publication Date

2024

Received Date

3-September-2023

Revised Date

15-November-2023

Accepted Date

23-November-2023

Recommended Citation

Halimi, Ahmad Mas'Oud Muhd and Subramanian, Ulaganathan (2024) "Rice Farmer’s Perception and Factors Influencing Intention and Attitude on Adoption of Hybrid Rice," ASEAN Journal on Science and Technology for Development: Vol. 40: No. 3, Article 11.
DOI: https://doi.org/10.29037/2224-9028.1550
Available at: https://ajstd.ubd.edu.bn/journal/vol40/iss3/11