Segmenting Paddy Farmer's attitude and behavior: a study towards the green fertilizer technology adoption among Malaysian paddy farmers - adoption of GFT

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