Transition pathways for Malaysian paddy farmers to sustainable agricultural practices: An integrated exhibiting tactics to adopt Green fertilizer

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Transition pathways for Malaysian paddy farmers to sustainable agricultural practices: An integrated exhibiting tactics to adopt Green fertilizer Nadia Adnana,*, Shahrina Md Nordinb, Abdullah Anwarc a

Send correspondence to Nadia Adnan, Department of Management & Humanities, Universiti Teknologi PETRONAS Bandar Seri Iskandar, Tronoh, 31750, Perak, Malaysia b Shahrina Md Nordin, Department of Management & Humanities, Universiti Teknologi PETRONAS Bandar Seri Iskandar, Tronoh, 31750, Perak, Malaysia c Department of Civil Engineering from Universiti Teknologi PETRONAS, Malaysia

ARTICLE INFO

ABSTRACT

Keywords: Paddy growers Parsimonious modell Sustainable agriculture Sustainable perception

Sustainable agriculture mainly depends on the efforts and abilities of farmers that depend on the rational decisions and actions taken by them with the help of their practical knowledge and information. Recent advances in the field of nanomaterials such as graphene possess the significant potential benefits for both agriculture and the environment. Therefore, for promoting sustainable agriculture farmer’s outlook needs to be more towards the social approach rather a technocratic approach. The purpose of this research is to examine paddy grower’s perception of productive paddy farming in peninsular Malaysia. So, for this study, a sample of 74 paddy farmers had adopted to have their insights and opinions about predefined sustainable practices of farming. Altogether 86 items were factor analysed and eventually, there are five main factors, policy, namely, environmental, economic and social and communication which was acknowledged to construct a perception of sustainability by considering the sustainable agricultural practices among Malaysian paddy farmers insights were characterized mainly into three groups like low, medium and high-level insights. This was considered as the dependent variable of the ordered research model, whereas socioeconomic characteristics and communication behaviour variables were used as a variable. The results of this research model reflected that communication channels, environmental factors, socio-psychological, socioeconomic aspect, and innovation attributes education level, age, participation in farming events and productive using of knowledge the perception of sustainable farming lead to the adoption of GFT among Malaysian paddy farmers. The government should be more focused towards policy linked with the issues like illegal paddy entry, plus social elements such as increasing the level of socialization and communication between stakeholders, researchers, a scientist in the region and giving out some special programs related to farming.

1. Introduction In Malaysia, agriculture involves crops planting, fishery, and livestock rearing (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g). Sustainable agricultural practices are the central aspect that the government is some other stages of production that involves this process (Masud et al., 2017). Moreover, being an operational tool in disabling poverty as well as bringing food to the population agriculture remains an essential chunk of the society (Hayrol et al. 2010). Therefore, agriculture considered and evergreen segment for the above-specified roles. Many Asian countries have triggered by the global economic meltdown of 2007, Malaysia left with no exception, instead of focusing on maintaining agriculture as a good contributor of income (Nguyen and Kim, 2019). The government’s continuous efforts for backing the ⁎

agriculture sector, it is seen in every mentioned Malaysian plan by the help of giving a massive chunk of the budget for the agriculture sector (Adnan et al., 2019). The Ninth Malaysia Plan (RMK-9), have witnessed that government escalate up the struggles to lift agriculture activities in the region, through forming state-of-the-art projects which include HIPZIA (High Impact Project-Aquaculture Industrial Zone), TKPM (Permanent Food Production Parks), Agropolitan, and some other projects of contract farming (Mannan et al., 2017a,b). It is seen that for improving the rural community, the government is much obsessed about this sector mainly for the community development in context to socioeconomic growth (Fahmi et al., 2013). Therefore, it should be the essential primacy of government hunting a way out that should tackle the challenges about product innovation (Shamshiri et al., 2018). The challenges that farmers are facing in

Corresponding author. E-mail addresses: [email protected] (N. Adnan), [email protected] (S.M. Nordin), [email protected] (A. Anwar).

https://doi.org/10.1016/j.landusepol.2019.104255 Received 16 May 2019; Received in revised form 6 September 2019; Accepted 28 September 2019 0264-8377/ © 2019 Published by Elsevier Ltd.

Please cite this article as: Nadia Adnan, Shahrina Md Nordin and Abdullah Anwar, Land Use Policy, https://doi.org/10.1016/j.landusepol.2019.104255

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performing agriculture tasks can be solved by equipping farmers using information and knowledge and skills because it has great potential to tackle these issues (Thestar, 2019). As to increase the practice of technology among farmer, abundant determinations have been made, such as exploiting the agro-based knowledge addition and quick assistance (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g). These are the websites that are mainly designed, intended to be instructive and user –friendly. Agro-Based Industry and Ministry of Agriculture, such as their website is occupied with propagating information that can benefit to farmers. Rigg et al. (2018) explained that for farmers, adoption GFT means are very helpful for paddy production. Like by the implication of GFT farming community can get their desired production which can be up to the consumption mark (Mohammad MU'Az Hashim et al., 2017). Samah et al. (2009) explained the significance of GFT resources promotion, which is very much essential as the agriculture community mainly dependent on word of mouth promotion and information that can be obtained through their immediate surroundings. (Hassan et al. 2009). Adnan et al. (2017e) described for the active collaboration and communication between extension officers, the farming community and agriculture organizations beyond the distance hurdle, ICT resources gives an easy way out (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g). Moreover, these resources are even economic than using the telephone (Tey et al., 2014). Paddy Farmers even have the flexibility of choosing GFT and its available resources in terms of materials and time (Adnan et al., 2019). According to (Obiechina, 2004) the application of GFT further helps them to form link among related workforces, it could be farmers and other development agencies as well. Adnan et al. (2017d) explained that communication also gives chances to farmers to step in the new market place and target new customer segments through the internet. “Mobile telephony” is a successful example of the communication in about GFT application that informs farmers about relevant news of agriculture like weather forecasts and different trends of the targeted business market (Baumüller, 2012). Utilizing advanced nanomaterial graphene as a fertilizer carrier enhances the overall fertilizer efficiency with great nutrients uptake by plants reducing the environmental impacts and lowering the cost for farmers over conventional fertilizers (Kabiri et al., 2017). According to the researchers, the University of Adelaide, graphene tailored fertiliser carrier increases the strength of the fertiliser granules for better transport and spreading ability and acts as an effective mean for the carriage of micronutrients to plants advantageous for both agriculture growth and environment (The University of Adelaide, 2018). Therefore, these types of modernizations considered many gainful towards farmers. Also, these modernizations help ultimately to raise and progress their living standard as well. The national approach, all in all, the centre is around diminishing the dependence on incompetent outside specialists by empowering the farming business players to mix capital-intensive mechanization of agriculture technology. A research study made by Truong (Chi, 2008), concentrating on the advance adoption in the Mekong Delta was nominated for reference. In the Asian region, The Mekong Delta region is extensively recognized for its vast productive and constructive plantation paddy region. To boosts, the production of yield some technologies is established, such as “three-reductions-three gains, “Green Fertilizer technology” GFT. For example, the number of time the fertilizer used during paddy yield can be reduced by using the GFT, plus it also provides ease in running out the process of paddy plantation and higher pest resistance (Mohammad MU'Az Hashim et al., 2017). Pointed out another method developed that has been verified to boost the yield of rice using improving practices of nutrient absorption, sunlight and productive root system and transplanting (Mohammad Mu’az Hashim et al., 2015). Last of all to minimize the quantity of hired labor needed for post-harvest and save the loss of grain caused by sun drying, development is made called rice dryer (Mohammad Mu’az Hashim et al., 2015). Clarified that this rice dryer providing benefits since 1940 and proved to be a tight

formation, while the manure with leaves under the forests and mulching were the utmost controlled fertilizers until 1974. Since then, mainly potassium-nitrogen-phosphorous 10-25-5 mixture (PNP) have been subsidized for mulching and manure (Yüksek et al., 2013). In high hilly regions and altitudes of the province, the system of an organic paddy production has developed by the government. Very few paddy farmers have adopted the system of organic paddy production in results; this effort has not reflected productive outcomes (Adnan et al., 2018a, 2018b). Piercing out the threatening issue of the sustainable practice of natural resources in the area is a division of land and fragmentation which results in having less productive farms giving no sufficient income to the family of farmers (Nawi and Zainal, 2018). This issue ultimately hits young farmers to switch their occupation at a very early stage of farming and in results they migrate from villages because they ended up no other option of continuing in that occupation and starts adopting some other source of earning their families (Rigg et al., 2019). Malaysian agricultural experts and individuals raised concerns on the significance that presently available policies of agriculture are not providing environmental friendly economically viable and socially acceptable farming in the locality (Ali et al., 2018). For that reason, precise estimations must be taken to unravel these issues and increment the commitments of the paddy division to the whole economy (Zahiid, 2019). Agriculture is a human regarded activity called farmers. Besides the ecological and agronomic agriculture perspectives, it is also reflected as a social activity through which farmers interact with rural society and effectively make decisions for their peoples like relatives and families (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g; Walter et al., 2008; Zahiid, 2019). Thus for the promotion of sustainable agriculture, the farmer's outlook should be lifted towards the social negotiation process from a technocratic approach by GFT adoption (Adnan et al., 2018a, 2018b). Production of sustainable farming mainly depends on the ability, knowledge, and information that farmers possess to make their decisions (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g; Martin-Shields and Stojetz, 2019). Thus it is that kind of approach that supports farmers to make use of their information and knowledge more effectively (Wang et al., 2018a,b).Moreover, the perception of sustainable farming also affects the adoption of sustainable farm practices productively (Jamal et al., 2014). Based on preceding studies, this current research is purposely scheduled to examine the perception of paddy growers of sustainable paddy farming and identification of, socio-psychological, communication and socioeconomic dynamics and innovation attribute like awareness and insights of farmers (Adnan et al., 2019; João Augusto Rossi Borges et al., 2014; Rizal et al., 2014). The significance of evaluating the subjective outlook emerges since it is considered to contain the objectives, including those accomplished and those yet to be accomplished. Pointing out that this outlook is also considered as the guiding idea of decision making and behaviour. The main reason for this research was to evaluate the perception of paddy farming of sustainable agriculture and factors disturbing the perception of Malaysian paddy farmers. The specific purposes consist of the following: Determine whether any underlined components can be distinguished among the selected items identified to the sustainable paddy farming. Develop the perception of sustainable paddy farming to farmers. Determine factors disturbing the perception of sustainable paddy farming to farmers. Develop direction for all the stakeholders associated with paddy farming in paddy MADA and IADA KADA. The present study on GFT implementation in Malaysia is limited to discussing paddy farmers ' desire to adopt a choice (Othman & Muhammad, 2011). Furthermore, past studies have shown that most farmers are unable to understand both the "green" terminology in Malaysia and its importance (Kunasekaran, et al., 2011). Making farmers understand about innovation adoption, raising awareness of innovation through adequate channels of communication is essential (Hezri & Ghazali, 2011; Musvoto et al., 2015). Mostly, the communication models establish a set of shared variables, which explain 2

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farmers ' behaviour instantly with respect to GFT acceptance, by the Theory of Planned Behaviour (TPB) and the variable of psychological impact. Fishbein and Ajzen (1975), "Theory of Reasoned Action" (TRA) and the "Theory of Planned Behaviour (TPB)," created the concepts most linked to understanding the farmer's behaviours. An evaluation of the GFT implementation is suggested by Othman (2012) but in the context of the adoption decision, the writers did not indicate the financial and cultural aspect. The context of (Wauters and Mathijs, 2013) showed a growing interest in the study community as the standard variable was increasingly dissatisfied in the adoption decision on research findings. Looking at the studies (Knowler and Bradshaw, 2007), we can see that they indicated that these variables were not relevant. The scholar, therefore, tries to carry out the previous work through the extension of the framework form. Authors concentrated primarily in previous studies on different problems related to innovation according to distinct study lines such as sociology, economy, psychology, agriculture expansion, and marketing prospects. Meanwhile, this present study focuses on the implementation of agricultural technologies with the aid of TRA, TPB, TAM, DOI psychological thoughts and the mixture of communication channels in order to assess the effects of environmental decisions on GFT. Moreover, researchers discovered that in the context of paddy farmers in Malaysia the implementation of TRA, TPB, TAM, DOI model is efficient in following farmers ' choice to adopt a model. Hansson, Ferguson, and Olofsson (2012) suggest that studies on the TPB give additional knowledge about the behaviour of agricultural scientists. With TAM, Bagheri et al. (2016) clarify that farmer views were the major obstacle to the implementation of technology. While Aubert et al. (2012) results stress the importance of compatibility and the key role of farmers ' consciousness among the characteristics of innovation. In addition, the use of Graphene Oxide (GO) sheets as a new nutrient supplier results in slow release and sustained supply of micronutrients such as Zn (Zinc) and Cu (Copper) (Zhang et al., 2014). Furthermore Kabiri et al. (2017) has researched the retention of the GObased carrier's characteristic of biphasic release nutrients, which have both a rapid release capacity (about 40 percent for the 5 h) and slow prolonged release. This emission pattern is highly desirable and beneficial to crop growth when planting needs high nutrient loads and in later stages of crop growth where a slower and continuous release of micronutrients is required. Hassan et al. (2010) conclude that Malaysia's agricultural agencies should represent on efficient communication channels for spreading the required information on agriculture and raising awareness among farming communities.

guaranteed food security (Alam et al., 2016). Likewise, in the technical field, developments and their implementations transformed the system in which farm households are concerned about the choices of employment (Alam et al., 2017; Tey, 2013). Additionally, farm household members are much facilitated with the implementation of labor-saving technologies concerning to maximize income by practicing employment outside the farm (Mannan et al., 2017a,b). Innovation can be explained, such as different practices of concepts and ideas by individual entities (Rogers, 2003, 2010). Thus, it is as the use of practical knowledge and practical implications. In the development of pastoral activities, Technological advancement in agriculture is considered as essential and noteworthy element (Aubert et al., 2012; Sharifzadeh et al., 2017). Innovation includes new types and varieties of insecticides, seeds, and fertilizers, the adoption of all these advancements, facilitates in increased crop yield for future scenarios (Farzaneh et al., 2017). For example, according to the farmer’s perspective, Technology allows farmers to practice more effective farming that was not possible with prior methods (Linquist et al., 2012; Tey et al., 2017). Pointed out that, farmers can take benefit from these technological innovations by associating with the development objectives of the country as well as get their hands effectively to the socioeconomic complications (Tey, 2013b). All the successful innovations are not embraced due to the unreachability of target business market for environmental elements related with new-fangled technology, and the hindrances to utilizing updated technologies can restrain their handiness (Aubert et al., 2012; Church et al., 2016; Lefebvre, 2012). 2.1.2. Green Fertilizer Technology (GFT) In the agriculture region, green fertilizer technology is generally well-known, for raising the practices of fertilizer. This green technology application contributes a lot to enriched the productivity of food (Creswell and Zhang, 2009; FAOSTAT, 2015). Green fertilizer technology is being focused a lot, at the end of the 1960s, because farmers were least interested in increasing the yield through the practice of green fertilizer technology (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g; Ritzema et al., 2017). (Li et al., 2019) observed that GO as a novel coating material for controlled release fertiliser are not only renewable and biodegradable but also show strong controlled-release properties. Globally, for the promotion of environmental-friendly innovation that is green fertilizer technology, multiple drives are being in the process (Adnan et al. 2017e; Mannan et al., 2017a,b). In GFT containments, the present disclosure provides a slow and controlled release composition of fertilizer including the particulates of fertilizer coated with thin graphene, graphene oxide or reduced graphene oxide film (Irving, 2018). The fertilizer composition in the incarnations consists of slow and controlled release of fertilizers and a reduced graphic oxide layer on the particle surface. The present disclosure also represents methods for composing slow-release fertilizers (Kabiri et al. 2017). In the present formulation, methods used to produce slow and control release fertilizer include the provision of multiplicity of fertilizer particles, which include at least one nutrient in the form of salt, in which the salt may reduce graphene oxide, forming one or many layers of graphene oxide on the constituents of fertilizers so that at least they are partially coated with graphene oxide. The plant production will be increased with the heating of graphene oxide-coated fertilizer particles to form a coating of reduced graphene oxide on the particles that uses the fertilizer composition (Gao and Yuncong Li, 2014) The focus of studies is on the Malaysian paddy manufacturing sector and the aim is to raise the GFT adoption rate in Malaysia as a template for other developing countries in the future (Mohammad Mu’az Hashim et al., 2015; Mohammad MU'Az Hashim et al., 2017). The researchers have rightfully preferred the paddy sector, which is commonly recognized as a key food source (Thestar, 2019). The government-affiliated Malaysia agency concentrated on paddy production by giving the country a leading role as the staple food (Alam et al. (2017).

2. Literature overview For the adoption of environmentally friendly practices of agriculture, economic incentives are proven essential drivers by numerous studies (Ammar et al., 2013; Boserup, 2017; Bowman and Zilberman, 2013; Kleijn et al., 2018). Though, considering farmers primarily as profit maximizers, cannot wholly enlighten the elements which impact behavioral dynamics towards cleaner (Gunawardana, 2005; Xu et al., 2014). Farming decisions that may have environmental and social outcomes can significantly impact through individual and intrinsic motivation (Hansson et al., 2012; Haris, 2013; Poppenborg and Koellner, 2013; Wauters and Mathijs, 2013).Thus, as proposed by psychological theory, farmers need to be fully aware of their actions concerning to their practices of agriculture to benefit from other types of personal motivation as well (Takeshima and Joshi, 2019). 2.1. Review of literature 2.1.1. Agricultural modern developments and their adoption Wang et al., 2018a,b explained for economic productivity as well as growth, deviations in the implementation of agriculture innovations considered an essential element. Described that the fast implementation of modernized methods gives escalation to agriculture productivity and 3

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However, the complete annual return of rice is 2.51 million metric tons, which is below the usage stage, as has been estimated (Faostat, 2009; Takeshima and Joshi, 2019). By the help of sustainable ways, value-added production is attainable (Ahmad et al., 2019). This should be the main driving force behind domestic agricultural policies. With Green Fertilizer Technology, this can be achieved by enhancing manufacturing and making adequate environmental preservation controls. The past researches on the implementation of GFT, explains, a lot of them hits on wide-ranging factors like the farmer's factors of sociological motivations performing as behavioural triggers (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g). Experimental studies of the farmers have been made, distinctly, indicated as sociodemographic portrayal (i.e., age, gender etc.), cultural gaps, beliefs and moral code (Adnan et al., 2017d), environmental approach (Iniesta-Arandia et al., 2015; Masud et al., 2017)plus variance in the motivational principles between the farmers (Ismail et al., 2017). Additionally, Ismail et al. (2017) stated that the farmer's practices are long and constant procedures, including interconnected stages inspired by society.

monitoring an innovation, and the procedure proceeds with further advances being taken towards the compelling and legitimate utilization of innovation (Wang et al., 2018a,b). A general progression of innovation reception often includes five stages: Technology selection requires the familiarity with the innovation in any case, whereby potential clients are presented to the data regarding the advantages of utilizing the innovation (Adnan et al., 2018a, 2018b). This is trailed by the appraisal time frame, which is where expected clients gauge whether the innovation merits embracing, as far as its handiness and usability (Omobolanle, 2008). The subsequent stage includes the choice for the clients' benefit, regardless of whether to acknowledge or dismiss the innovation. The fourth stage possibly happens if the clients acknowledge innovation (Lienhoop and Brouwer, 2015). Along these lines, the subsequent stage is the learning procedure. More often than not, the clients require some an opportunity to adjust by getting the expertise and the capacity to improve the utilization of the development (Rai and Robinson, 2015). In conclusion, the paddy farmers are required to be skilful and agreeable in utilizing the innovation. At this stage, the clients are relied upon to exhibit the compelling and legitimate utilization of the innovation. Reception includes an individual choice about what to do when stood up to with something new (Ndah et al., 2015). The appropriation of differing farming advancements and developments are biased by various components, making the comprehension of the procedure complex and less clear. A few components have been credited to having a critical impact over the basic selection leadership, including the ranch measure, which is viewed as the most noteworthy (Othman, 2012). The Gabre-Madhin and Haggblade (2004) supported and articulated that farmers with extensive homes are eager to take up new high-leverage ranges of maize in contrast to ranches with small homes. While Koundouri et al. (2002) and Koundouri et al. (2006) contended that ranchers (farmers) selection choices were affected by hazard issues associated with the creation risk. Specifically, ranchers rehearsing poor strategies or utilizing customary horticultural gear are more far-fetched to go out on a limb of embracing new cultivating applications. Kosarek et al. (2001) in her article pointed out that ranchers choose to plant hybrid crops by altering to half and a half, the openness towards blend seed and the associated risks in terms of the ordinary effects of using half and a half seeds were primarily influenced by their prospective budgetary advantages. A study on innovation among Malaysian ranchers explained that the cost to ranchers is essential to development (Othman, 2012). Other than that, Creswell and Zhang (2009) observed additional significant aspects such as instruction dimension of the ranchers, credit openness and the accessibility of help benefits these add to deciding the appropriation of innovation. Reception of any horticultural advancement, as it has been called attention to, depends on the expense and benefit of the innovation. For little homesteads, it has been considered that large stationary expenses give an impediment to advancement acknowledgment (El Shrek and Ali, 2012). Naspetti et al. (2017) examined the fact that cost is an imperative way that the selection of focused development is based on the hypothesis of the innovation recognition model in the long term. The return and the average profit is also over-estimated and turns into a problem for ranchers (Groves et al., 2011). Then again, benefits and the compensation time of innovation can influence the ranchers' selection choices as well. Referring to the review of jatropha properties in provincial India conducted by Goswami et al. (2012); the examination was mainly linked to the expected output efficiency of the ranchers. Some of this was largely due to the lengthy return period of the property that must be achieved after five years from the plantation period. This means that for a significant moment before the meeting, farmers need financial aid for the assignment and support of such manors. Strauss, Barbosa, Teixeira, Thomas, and Junior (Strauss et al., 1991) noted out that ranchers ' educational performance was closely linked with the chance for soy farmers to conduct a soil survey and decide on how compost should be associated with their areas. The Koundouri et al. (Koundours et al., 2002) reported in a similar study that ranchers of

2.2. Factors influencing the appropriation of advancement (GFT) All in all, horticultural manufacturers and experts are constantly engaged in cultivation decisions (Nadia et al. 2017). According to Ruttan, variances have been identified in the implementation of agricultural innovation as a critical element of financial and productivity growth (Ruttan, 2000), while the rapid use of contemporary techniques in the agricultural sector has continued to boost agricultural productivity and ensure food safety (Bruegel 2011). Innovation has also changed the way farm families’ care about the choice of employment and their implementation in the technical sector (Bruegel 2011). Notably, the impact of laboratory technology has enhanced the revenue of agricultural households by working outside the farm (Singh et al. 2002). Individual attributes can describe innovation as different techniques or concepts (Rogers, 2010; Rogers and Coleman 2003). It can be designated as the practical use of knowledge. Agricultural innovation is an essential and crucial factor in the improvement of pastoral work (Bowman and Zilberman, 2013; Jaim and Akter 2012). Innovation may be like new species of fresh seeds or implemented fertilizers and insecticides that provide better crop yields in the future (Shiferaw et al. 2011). For example, technology enables farmers in agriculture to be more effective or do work that was earlier impossible. To profit from this innovation the farmer must be successfully linked with and used to address socio-economic difficulties and to develop the country's overall development goals (Tey, 2013). The inaccessibility of the environment characteristics connected with new technology does not necessarily lead to all lucrative systems and barriers to using latest technologies can restrict their usefulness (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g; Mohammad Mu’az Hashim et al., 2015; Mohammad MU'Az Hashim et al., 2017; Mannan et al., 2017a,b). This is considerably more shocking given the way that these choices are made by many people inside the cultivating networks the world over, and these private choices can give an understanding of how these people settle on those previously mentioned issues (Deng et al., 2016; Lienhoop and Brouwer, 2015; Tey, 2013). In this manner, the appropriation of innovation among the cultivating network is essential to guarantee that these individuals have the chance to partake in a consistently evolving condition, with a steady presentation of innovation being progressively incorporated into the lives of the populace (Lienhoop and Brouwer, 2015; Noppers et al., 2014). Indeed, even the expression "selection" is characterized as the activity whereby innovation is picked to be utilized by an individual or an organization, known as the innovation clients (Brown and Cantor, 2000; Ndah et al., 2015; Noppers et al., 2014). Innovation clients have contrasting demeanours toward receiving the innovation (Brown et al., 2016). As per The Bridge to Technology.com, it expresses innovation selection procedure begins with probable clients 4

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adequate levels of training and experience had an outstanding job in ensuring convincing reception, looking at the different human capital factors which affect the performance of the cultural reduction mechanism in corn ranching. Then again, (Rogers, 2010) revealed that the high intricacy of innovation impacts appropriation conducts contrarily, just to be tackled by teaching potential clients. The rates of appropriations for a rancher in innovation to moderate the assets, N. P. (Singh et al., 2011) regarded and discovered that “an increase in total compensation extraordinary to acknowledging the advancement, the training dimension of the family head, the entire flooded editorial area, the information source, the tractor obligation of the family and the development ability”. Whereas, age is an indispensable determinant influencing the selection inclination to innovation since it is considered as an essential inactive characteristic of a reception choice. According to Unay et al. (2015), the choice can also be affected by the problem of the land rights and future safety of the ranches. In another precedent, elements such as the potential financial benefit of greater profitability, productivity, and adaptability contributed to the choice of GM HT plants (Dill et al., 2008). More in this direction, when he or she is uncertain of the status of the property title, a rancher will have to reject the choice of innovation. In addition, if innovation in the underlying phase does not dominate the associated enhancement rate will become a key effect on the choice of this innovation (Groves et al., 2011). The fundamental deception of innovation can lead to confusion in and out of the ranchers and doubt or even reason. The inquiry on its dependability will show up. Therefore, Doss (2003) referenced that it is useful to accumulate data concerning whether ranchers have related knowledge utilizing updated innovation already to get a handle on the innovation being presented. Furthermore, Jamal et al. (2014) contended that the data any rancher has in regards to the innovation is imperative for the person in question to settle on the selection of farming innovation or something else. To that degree, ranchers additionally commonly learn with each other inside their informal organization, permitting the engendering of the innovation into the populace on the loose. For the most part, ranchers rely upon one another for data since this technique is effectively accessible and does not include a lot of expenses (Wauters et al., 2010). A review thinks about affirmed this, with the outcomes demonstrating that ranchers depend on their associates as their data sources, particularly for agrarian practices specifically (Conway and Barbier, 2013). By and large, advancement frameworks empower cognizance of how little ranch holders 'hatch' or fabricate their insight and innovation either by taking in by training or gaining from others (Othman, 2012; El Shrek and Ali, 2012). In addition, Pretty, Toulmin, and Williams (Pretty et al., 2011) also mentioned that the active link between interpersonal organisations for data sharing, information sharing, teaching, and development appropriate meetings among small field ranchers is still unacceptable to the creation of countries. Ranchers are at severe risk and are in very sporadic rainfall (Oyekale, 2015), which adversely affects the yield potential of many crops (Koundouri et al., 2002). It is therefore important to understand that the low reception rate can be a consequence of financial, social, technical and natural effects (Dill et al., 2008). The rancher sorting is insufficient in order to explain the reception procedure for assemblies, adopters or non-adopters. As an alternative, multi-arrange choice procedures happen, whereby ranchers move from the beginning period of figuring out how to legitimate appropriation, and later choose whether to hold or desert the utilization of the advances. Innovation appropriation ought to be comprehended as not to involve a one-time choice, but instead includes a persistent necessary leadership process (Brown et al., 2016). As a consequence, the government has concentrated on enhancing the level of paddy manufacturing using sustainable agricultural methods, the first driving force in public policies. GFT is not only a solution that improves productivity but also generates a sustainable environment in the workplace. The literature indicates that the main issue is GF application, although the

government is making several attempts to educate farmers about the GF (Al-Samarrai et al. 2018). The use of GO also has an enormous ability to produce environmentally friendly controlled fertilizers for crop manufacturing (Zhang et al., 2014). According to Hashim et al. (2017), the most important barrier to GF implementation between farmers encountered by government agencies is the inappropriate decisionmaking method for data collection. For the most part, considering the impact of the components that impact selection stays fundamental to goad more significant improvement in agribusiness (Ng et al., 2014). In this present examination's specific situation, we are discussing GFT development and the advantages of GFT among Malaysian Paddy ranchers (Yazdanpanah and Forouzani, 2015). After every one of the exchanges, we ran over the various rural advancements. We discovered that GFT is a progressively appropriate advancement which builds the paddy generation without harming nature (Arshad et al., 2016). While, with the above discourse, we reasoned that specific components impacts affect new developments, for example, GFT (Adnan et al., 2016). The discernment and convictions of individual ranchers or as a network, and the nonappearance of developments as organizations influence the selection choice (Fuller et al., 2016). Hazard and vulnerability factors are likewise present in little scale cultivating for GFT reception (Adnan et al., 2017d). When all is said in done, the innovation requires a comprehension of the job of the inner and outside impacts influencing the choice to embrace and, like this, to accomplish the objectives of the ranchers and to receive (Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g). For productivity progressions, therefore, the components that can take account of socio mental, specific communication channels and ecological problems influencing the multiple dimensions of the selection must be realized. 2.3. Theoretical foundation 2.3.1. Green fertilizer development The introduction of eco-friendly agriculture product is the direct result of global concern on the deteriorating environmental conditions (Hashim & Ho, 2011; Roopan et al., 2013). Using graphene as a carrier implies that the fertilizer can be targeted, with a general improvement in fertilizer effectiveness and a high level of plant nutrients consumption. Graphene was found only in 2004 and offers astonishing features such as very large surface area, strength and of nutrients-binding adaptability. Also, green technology policy emphasizes the application and improvements of such products, equipment, and systems used to conserve the natural environment and resources (Mannan et al., 2017a,b). These are done to mitigate the adverse impact of human activities (H. Hashim & Ho, 2011; Roopan et al., 2013). The recurring use of obsolete fertilizer technology in paddy production has had generated environmental degradation and social impacts. The development of environmentally friendly fertilizer is, therefore, very much needed. GF is widely recognized to be fertilizer with a controlled-release feature which not only increases nutrient use efficiency but also reduce environmental degradation (Ji et al., 2013; Shavit et al., 2003; Wu & Liu, 2008). Various benefits have been associated with GF being in the controlled release fertilizer (CRF) form, those are:

• It improves the efficiency of the fertilizer as well as the crop yield. • Through runoff, leaching, and volatilization, it lessens the loss of nutrients. • Compared to the traditional method, GF saves cost, labor, and time in decreasing the required frequency for fertilizer application. • GF also synchronizes all the micros- and macro-nutrient release into the land required for the plantation of the crop. • It removes the scorching and risk of nutrients shortage. 2.3.2. Theoretical practical aspect It refers to the practical concept of sustainable agriculture as shown 5

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in Fig. 2, the box is marked as the various aspects (Tey et al., 2017). Sustainable agriculture involves practices that are continuously evolving to increase individual productivity, greater efficiency, and stability in the environment that is beneficial to individuals. The dynamical nature of agriculture's basic elements: environment (3D and graduate family, assortment, stability and flexibility, currency (circulation and allocation of reserves) and communal (impartiality, admission, administration, and organisations). The SAP consists of various interconnected systems with many fields. The researcher analysis has shown that sustainable agriculture can be achieved through the use of green fertilizer, which can enhance soil quality and boost manufacturing rate by up to 4%–11% (Yusof, 2018). The main goal behind GF implementation is to increase productivity and profitability according to policy makers (Tey, 2013; Tura et al., 2010). This can only be achieved through efficient communication and more cost-effective agricultural attempts (J. R. Borges, 2015a,b; Tey, 2013). However, a farmer can attain his desired aim, like increased productivity, stay updated with adequate farm communication, and accurate data is needed for farmers to decide innovation for GF (Mannan et al., 2017a,b). With enhanced GF access, the investment cost for GF fertilizers will reduce over the particular period (Jochinke et al., 2007). However, the charged subsidies and incentives which were not normally provided to enhance the accessibility of GF fertilizers remained relatively greater. However, the adoption choice of GF on the basis of the aforementioned problems is hard to accomplish; researchers found that GF utilizes costs and benefits are hard to manage (Mannan et al., 2017a,b). The recognized challenge, however, requires reconsidering the figure of distinct variables that in some way encourage farming communities to take the suitable choice in order for GF implementation to be meaningful because it must assist the legislators to better comprehend this. Fig. 2 below shows the conceptual model for this research.

advantage of progressive characteristics. To achieve this, the TRA and TPB have been used from a horticultural point of perspective, with two objectives: to shed light on standard behavior (Lalani, et al. 2016) and the procedures of governments or one (Zikmund, 2003). For example, the components leading to the recognition of rural progress in China have been examined by Gao and Yuncong Li, 2014. The study primarily used ecological and convenient elements along with several factors, such as delight, social effect, trust and the monitoring of behavior. The TPB and TRA will again consider the option as their specific behavior (Borges et al., 2014; Morais et al., 2018 and Senger et al., 2017). The TAM's attention and price reflect that they are an important piece of development between farmers (Kumar et al., 2011; Sheeran, 2002). Adnan et al. (2017a, 2017b, 2017c, 2017f, 2017g) stated that quality development is a strong point for the selection between farmers. The correspondence channels have an appropriate way to make decisions for the Malaysian paddy ranchers (Mannan et al., 2017a,b). The buildings are organized at the following meetings: recognitions/convictions of development features, correspondence channels, attention, costs, social and mental buildings, alluding to abstracted criteria, bunch standards, expectations of behavior and behavioral control, as well as environmental concerns and guidelines ecologically. Fig. 3, reflects the links between the factors of three distinct speculations: TPB TAM and DOI, but in concentrate the selection of agriculture. Based on the theoretical argument presented in the previous chapter, which takes reference from two concepts. Firstly, the effect on market value due to paddy farmers behavioral intention to adopt GF. Conceptual research framework will be proposed in this study that consolidates GF adoption among Malaysian paddy farmer. This framework is articulated by having a jell of possible factors to adopt GFT as illustrated in the literature. The conceptual model comprises three sets of elements: independent, and dependent variables as shown in Fig. 4. Adoption of agriculture innovation has been a key topic for agricultural research and has long been commonly regarded by sociologists and economists (Adnan et al., 2019; Adnan et al., 2017a, 2017b, 2017c, 2017f, 2017g; Zikmund, 2003). Several research analyses have attempted to predict and clarify the dynamic factors of innovation acceptance and diffusion, by establishing among farmers the main theoretical basis (Adnan et al., 2019; Joao Augusto Rossi Borges and Lansink, 2016; Morais et al., 2017; Senger et al., 2017). The literary review method examined the concepts of decision-making on the basis of innovation in the field of Diffusion of Innovation (DOI), Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM)

2.4. Theoretical framework In addition to correspondence, researchers have referred to the TPB, DOI and TAM ecological variables as a guide for understanding the progress of agriculture. Fig. 1 shows the conceptualization of the above hypotheses for alternative business development from the point of view of agriculture. One of the dominant assumptions taken in the DOI is that the increase in benefits is the main drive for farmers to innovate. The hypothesis is used to extend the growth to benefit and to take

Fig. 1. Benefit towards the Adoption of GF. 6

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Fig. 2. Conceptual Practical Framework.

(Ajzen and Fishbein, 2005; Davis, 1985; Rogers, 2010). In accordance with literature, this framework was created through communications channels, socio-psychological and environmental considerations, and innovation characteristics. All of these theories reflect the knowledge and attitudes of technical users as essential elements influencing their decision on GFT adoption. From another point of view, adoption has usually been regarded a combination of farmers ' features and specific technological structures (Creswell and Zhang, 2009; Ruttan, 2000). A farmer's features, like schooling, age, and level of knowledge, influence decision-making subject to different standards and indications, based on the particular technology type, etc. (Tey, 2013). Researcher on adoption often evaluated the age of the farmer, and the age of the farmer is generally supposed to be negative to adoption (Ruttan, 2000). Older farmers are often known to have a limited vision and demonstrate less interest in current technology implementation. A number of explanatory variables were included in the review of the Dutch pig

farming plan (Lansink et al., 2003), so age is defined as vital for determining the farmer's plan horizons. Positive effects on adoption have been found in experience and education (Tey, 2013). In relation to farmer features, farm attributes such as farm size are often integrated into studies on technology adoption which has been shown to have a beneficial impact on adoption (Knowler and Bradshaw (2007) and Feder and Umali (1993)). Therefore, large farms ' owners have a greater chance of supporting innovation. Furthermore, the results indicate that socioeconomic factors such as price, technology, and social impact play an important part in innovations (Lienhoop and Brouwer, 2015). Technical variables include perception and easy use that are viewed as essential to the implementation of farmers innovation (Kumar et al., 2011). Ajzen (2015) states that the TPB theory shows the intent of conduct and the actual behaviour to share similar variables but that behavioural intent is extremely likely to be considered and verified. Ajzen (2008)

Fig. 3. Conceptual Framework. 7

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Fig. 4. Research Model.

further argued that observing behavioural intention is a direct determinant for the real conduct; therefore the outcome is more precise in terms of extrapolating subsequent behaviours since a suitable measure of purpose is acquired. This indicates that the intentions of adoption are significantly related to the determinants in comparison to real behaviour. Schuitema, Anable, Skippon, and Kinnear (2013) stated that it is harder to measure real acceptance. Consequently Mastrangelo et al. (2014) stated that the TPB extending approach guides the whole appraisal of the farmer's intention to use the GFT. As Adnan et al. (2017d) stated in their article, the attitude is a fundamental variable before behaviour. Martey et al. (2013) endorsed this by investigating and finding out about the farmers ' plans to adopt green fertilizer technology. They found in the article that farmers with a more

environmentally friendly position are likely to use green fertilizer technologies. For Ajzen (1991), users with extremely favourable attitudes are determined to conduct certain behaviour patterns. In their observations Chen and Tung (2014) and Bockarjova and Steg (2014) also discovered that subjective standards have a positive impact on behavioural intent (Fig. 5). Further work showed that people who consider performing a particular behaviour would be more willing to perform under greater social pressure (Wang et al., 2016). In the TPB, Perceived behavioural Control (PBC) is considered to be the factor of intention (Ajzen, 1991). In the meantime, Ajzen (1991) noted the PBC as the ease in which a person can carry out his or her views on certain behaviour. The PBC control involves perceptions of technology, costs, access to GFT, data on the use 8

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Fig. 5. G* Power Matrices.

of technology and the capacity to respond to behavioral intent. De Lauwere (2005) indicates that a farmer who is capable of controlling such components will be able to establish a greater behavioural intention. Nevertheless, Ajzen (1991) defined moral standards as "the feeling that people have to perform particular moral conduct depends on their duties or principles," as personal moral laws or values that are integrated into an individual differ from subjective norms (Creswell and Zhang, 2009). Some have been shown to improve the predictive power of the model, including "self-identity connection with nature" (Lokhorst et al., 2011), Group Norms (GN) and support of groups (Aquino and Douglas, 2003). Socio-psychological factors had considerable influence to accept any innovation for these studies: in the event that they assessed the behaviour of farm management to be considered more favourable (attitude), or that their social pressures were perceived to adopt innovation when their focus was on the group rule (subjective norm/ group norm), and they were extremely positive about any innovation (perceived control of behaviour). One reason why GFT adoption might be slowed is the price or cost factor. In this paper the researchers attempted to clarify, instead of relying on social pressure, that the choice to take GFT was based on private responsibility/morality (Arvola et al. (2008); (Mohammad MU'Az Hashim et al., 2017) argued that farmers are ready to adopt GFT with high moral standards.

framework underpins the research process, from the identification of study issues and assumptions to the reporting of the results (Cooper and Emory, 1995). This study is based, according to Kalaian (2008), on a deductive study method "based on theory focused on testing concepts and particular hypotheses of studies that consider the determination and association of variations using numerical information and statistical techniques in order to draw particular conclusions on the events. (Creswell, 2003). The Kalaian study (2008) utilizes a cross-sectional design, description, and questionnaire design which determines and evaluates the magnitude and extent of a current link between two or more continuing quantitative projects. The data collection technology included the collection of opinions and the collection of views and information from the target population about the study and the subject (Churchill, 1979). Methods for data collection, such as surveys, interviews, electronic mail and a mixture of all these processes, differs (Zikmund, 2003). As Borges, 2015a,b findings demonstrate, the inclusion of studies in the field of technology adoption by farmers. We gathered information from Malaysian paddy farmers, however, using a survey questionnaire. 3.2. Research population Sekaran (2003) describes a population as "a whole group of people to be explored by the researcher" (p. 265). "Population is referred back to Sarstedt and Mooi as a whole (2014), where a sample is drawn from" (p. 212). Malhotra (2004) also defines this specific population as an item that informs and affects the researcher. In this research study, Malaysian paddy farmers aim the population. For this sample size study, the software G-power is used with a statistic process called power analysis. A sample-based table with three values has therefore been provided (Cohen 1988): significant level (α-level), level of power, and effect size. Therefore, 189 responses are at least needed to achieve a detection power of 0.95 when the magnitude effect size in the population is effect size f2 is 0.12 and given probability (α – level) of 0.05. In structural equation modeling (SEM), a big amount of samples (200–400) are usually used to match models that have the observed variable from 10 to 15 (Hair et al., 2010a,b). The research paper also

3. Methodology 3.1. Research design Sreejesh et al, (2014) indicated that research design is a framework for the efficient conduct of research in business. Sarstedt and Mooi (2014) have nevertheless indicated that exploration and research design are interrelated. The choice of a design of the research must, therefore, reflect on the purpose of the study, who is involved and how is the study selected, the research environment, how the investigator manipulates and controls variables, the time allowed, information assembling techniques and analytical techniques (Sarstedt and Mooi, 2014; Sekaran, 2003). The study design, therefore, offers fundamental 9

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proposes various additional thumb guidelines for the sample size determination. A sample of less than 100 is regarded to be a tiny one, of which 100–200 are medium and of which over 200 observations according to Kline (2005) are deemed important. The other famous social science thumb rule shows a minimal observational ratio of 5:1, but 15:1 or 20:1 is preferable. (Hair et al., 2010a,b). A total of 600 participants were chosen for this study, including the validity of 437 responses based on three main granary areas covered by the MADA, IADA, and KADA. These government agencies are also responsible for the management of farmers in irrigation plants and for technical guidance. Under these legislative authorities are several small-scale organizations known as the "Pertubuhan Peladang Kawasan (PPK)” or the local farmer's union of the region. Their function is to handle and schedule all orders for one season. PPKs are also responsible for acquiring prior land owners of non-funded fertilizers and storing supported fertilizers from the government of Malaysia (Nadia et al. 2017). The PPKs are thus considered as customers in this study.

is used in this research study to analyze and obtain information on farmers’ decision toward the adoption of GF. Furthermore, this method is used because it can quantify the data. Whereas, the acquired data can analyze and answered both the research question and the objective of this research study. 4.1.1. Target population Sekaran and Bougie, 2016 defines a population as an "entire group of people, events, or things of interest that the researcher wishes to investigate" (p. 265). According to Sarstedt and Mooi (2014), "the full set of cases from which a sample is taken is called the population" (p. 212). Moreover, Malhotra (2004) describe the target population as being the object from which the researcher obtains the information that they require and makes inferences about the population. For this study, the target population comprises Malaysian paddy farmer. This population was selected for several reasons: Firstly, Tey et al. (2014), describes paddy is a staple food for the nation. Current statistics also stated that a high rate of Malaysian continue to depend on rice imports because the production of the paddy is nearly 30 percent short from 3million metric tons (MT) (Mansor and Adnan, 2014; Thestar, 2019). In the line of this research study is based on paddy industry in Malaysia, so in the line of this research study target population for this study is paddy farmers. According to the data available from the (Othman, 2012), there is eight granaries area in Malaysia. Therefore, it is hard for the researcher to approach each granaries area, so we approached MADA, KADA, IADA Perak contacts given DOA Malaysia (DOA and Department of Agriculture (2014), 2014DOA and Department of Agriculture, 2014DOA and Department of Agriculture (2014), 2014). Consequently, an investigation looking to identify the factors that might help Malaysian paddy farmers to decide on the adoption of GF.

3.3. Sampling method A sample is the subset of the entire population chosen in a specific study to respond to the research question (Burns 1989); in special circumstances, the sample is chosen. Groves et al. (2011) said that sampling is a technique where demographers seek a range of individuals, events, and behaviour. The method for the study is random stratified sampling, which is the type of probability sampling method. In total 600 people from 600 studies, a total of 437 studies were gathered, used for information assessment and 252 were paddy farms using GFT using a stratified sampling technique. The finale information from the three locations IADA, MADA and KADA were indeed retrieved. 4. Research instrument

4.1.2. Population selection The principal explanation for the selection of Malaysian paddy farmers as a unit of analysis for this research study were paddy farmers. According to FAOSTAT (2015) report that the total annual production of rice stands at 2.7 million metric tons, which are less than the annual consumption. Rice cultivation area (rice bowl) is divided into two parts: the irrigated scheme and non-irrigated scheme. Rendering to the Department of Agriculture and Agro-based commerce (MOA), the country can produce 72% of its demand (MARDI, 2018; Thestar, 2019).There are eight granary sectors in Malaysia, which are named as MADA (Muda agricultural development authority); KADA (Kemubu agricultural development authority) and IADA (Integrated agriculture development area). In this case, the first process was to filter to get the real population of Malaysian paddy farmers. Researcher select the population randomly from IADA (Seberang Perak) located in Kampong Gajah, IADA (Kerian Sungai Manik) located in Bangan Seria, IADA (Kemasin Semerak) located in Bachok Kelantan,MADA (Perlis) located in Kangar, MADA(Kedah) located in Alor Setar and KADA(Kelantan) located in Kota Bharu. The first section dealt with the areas while the second dealt with respondents. Furthermore, Fig. 3.6 illustrates the sampling design flow during the selection process of the respondents (Malaysian Paddy Farmers). Target populace to whom the discoveries of this examination can be summed up is all paddy ranchers working in Peninsular Malaysia. At first three areas; to be specific the focal locale, Peninsular Malaysia, and three towns from each region (an aggregate of nine towns) were resolved dependent on their horticultural potential, nearness to the downtown area, the financial status of the town, and the quantity of family cultivate working in the town. The determination of the regions and towns was made with the assistance of the commonplace directorate of the Ministry of Food Agriculture (MOA). However, the researcher used non-probability sampling techniques to get the required sample for this study. This study employed purposive and venue-based sampling as the method of data collection in this

J. D. Brown and Cantor (2000) indicated that a questionnaire was drawn up for information collection. It aimed to gather much information from respondents for a short period of time. The research tool was also designed to measure the structure of research. Almost 86 items were included in the context of this research. The study included 6 sections: Section 1 had population features for Malaysian paddy farmers. However, Section 2 contained socio-psychological frequencyrelated questions, while Augusto Rossi Borges et al. (2014) had adjusted 34 items. Section 3 included environmental factors issues. The instruments were adapted from Abdullah et al. In Section 4, the innovation characteristics adjusted by Moore & Benbasat (1991) were explained. In addition, Section 5 described the channels of communication. Moore & Benbasat (1991) have adapted the instruments of these constructs. In Section 6, the socio-economic factors were finally illustrated. The scientist adjusted Mallat et al. (2006) to these products. A five-point Likert scale was applied to the behaviour of Malaysian paddy farmers, which is heavily divided in order to agree on all aspects of green fertilizer technology. SPSS version 22 was used to analyse the preliminary information screening study. Before statistical procedures were implemented, anomalies in information such as missing details and outliers have been investigated. Infringements of statistics have also been examined. The missing information was verified and the research was not accompanied by incomplete tools. Tests from the outliers have shown that corrective treatment is not necessary. Data for hypothesis breaches such as normality and linearity were also investigated and findings have shown that the data collected meets these assumptions. 4.1. Population and sampling A brief account of the population and sampling techniques used in this study is provided in this section, including selection criteria, unit of analysis, sample size, and sampling techniques. A quantitative approach 10

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study. In this study, the researcher has tried to get the list of the population, but due to unavailability of the list, purposive sampling techniques were selected/chosen Malaysian paddy farmers. Purposive sampling can often be viewed as an alternative to probability sampling techniques (Etikan et al. 2016). Aside from purposive sampling, the venue-based method (Muhib et al., 2001) was employed to construct the sample for this study. The venue-based technique is a time-space sampling method that can be cast-off as a substitute to conventional sampling processes, especially when the demographic components are challenging to reach (Baltar et al. 2012; Muhib et al., 2001). However, the initial stage of selection consists of the question based on the demographic profile. While the segment focuses on the question based on the response of the theory of planned behavior (TPB), Technology acceptance model (TAM), and diffusion of innovation (DOI). There are eight granary sectors in Malaysia, which are named as MADA (Muda agricultural development authority); KADA (Kemubu agricultural development authority) and IADA (Integrated agriculture development area). In this case, the first process was to filter to get the real population of Malaysian paddy farmers. Researcher select the population randomly from IADA (Seberang Perak) located in Kampong Gajah, IADA (Kerian Sungai Manik) located in Bangan Seria,IADA(Kemasin Semerak) located in Bachok Kelantan,MADA (Perlis) located in Kangar, MADA(Kedah) located in Alor Setar and KADA(Kelantan) located in

Kota Bharu. The first section dealt with the areas while the second dealt deal with respondents. Furthermore, Fig. 6 illustrated the sampling design flow during the selection process of the respondents (Malaysian Paddy Farmers). 4.2. Data collection The information accumulation instrument was readied considering the ongoing patterns and improvements in rural structures and approached influencing paddy cultivating in the district, just as prior. Technically it was incorporated three distinct kinds of inquiries as Likert type, constant, and downright inquiries. Content legitimacy of the instrument was evaluated by a board of specialists, including school educators and farming experts. Unwavering quality for the Likert type things was built up by computing the Cronbach's alpha inward consistency coefficient, which respects 0.86. Slight changes were made in the wording of specific inquiries in the wake of leading a pre-test to check if the inquiries of the instrument were justifiable by the respondents. Information for the pre-TESTstudy was gathered in the October time of 2016 with the meeting of the official of MADA KADA, IADA, and MARDI.It took around 30 min to finish an overview. However, the pilot test took place in December 2016 at BOTA the official of IADA organized the event.

Fig. 6. Sampling design flow. 11

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Fig. 7. Choice for the Questionnaire Source: (Davis and White, 2016).

everything in the instrument works out well (Lee and Lings, 2008). According to (Sekaran; Sekaran and Bougie, 2016) pilot study was showed in the initial data collection stage or before the central survey to confirm instrument or validate an instrument and to guarantee that the survey questionnaire is free of errors and doubt. Furthermore, the pretesting and pilot study was conducted before collecting the actual data for the current research. (Sekaran and Bougie, 2016). The initial determination of pretesting and pilot study is to avoid farmer’s misperception and confusion as well as to identify any error and doubts. The sample selected for the pilot study was also from the target population. Selecting of sample size should be according to the guidelines provided in the literature, which recommended that the sample size for the pilot run be NIL generally small up to 80 respondents (Diamantopoulos et al., 2000). The primary objective was to conduct a pilot study to analyze the items consistency and accuracy from the respondent’s perspectives. In line with this study, 80 questionnaires were distributed; the researcher collected 74 valid and complete questionnaires. During the pilot study, respondents were comfortable with the questions asked and found no major Pilot study data was analyzed in SPSS22.0 version. Pilot study results were analyzed regarding construct consistency through Cronbach’s alpha coefficient. As per Churchill, 1979, instrument reliability should be assessed where researcher first to know the instrument quality. Furthermore, the minimum threshold value limit of Cronbach’s alpha is 0.60–0.70 (Hair et al., 2010a,b). In the line of this research paradigm, the construct reliability ranges from 0.691to 0.90; thus, all items of the instrument achieved more than the threshold value. Following the reliability test, the exploratory factor analysis (EFA) of the measure was conducted to just the structure of the constructs. Principle component analysis (PCA) using Promax rotation with Kaiser Normalization was selected the analytical method to perform EFA. Items with 0.60 and above were retained while those below 0.60 and those having a cross-loading of more than 0.30 were deleted (Hair et al., 2010a,b). The results of EFA were not accurate as a researcher was expecting. However, analysis EFA was not possible to determine the exact structure form of the construct on the small sample size (Comrey and Lee, 2013; Stevens, 2012). At this stage, the reliability and appropriateness of the measurement scale of the questionnaire were confirmed. Table 2 illustrates the reliability analysis for the pilot study.

4.2.1. Pre-testing the survey Pre-testing is one of the essential and critical parts of the research process (Collin,.2003). It acts as a detector to find the potential problems in an instrument (e.g., questionnaire) design. Moreover, Collin (2003) stated that it is a process to ensure the reliability and validity of measures of constructs in research. To pre-testing, usually, a small subset of the target population is selected (Bhattacherjee, 2012; Cavana et al. 2001). Such pre-testing may uncover ambiguity, lack of clarity, or biases in question-wording, which should be eliminated before administrating to the intended sample (Bhattacherjee, 2012; Sekaran & Bougie, 2010). In the present study, according to Hunt et al. (1982), the pre-testing process was carried out through personal interviews method. As according to Hunt et al. (1982) the selection of respondents to pre-testing is a critical process, eight senior managers of large manufacturers in Selangor and two researchers from academic institutions were chosen to and guide with the content validity and face validity of the questionnaire. In this method, the respondents were asked to checked the questionnaire while the researcher was making a careful observation. Further, the researcher of the current study asked the respondents regarding the question items embedded in the survey, its relevancy, and any ambiguity in the questions. It is mentionable that these respondents were excluded from the collected data for statistical analysis. Collin, (2003) specified that each of the respondents filled up one set of questionnaires. Also, they were asked to evaluate the clarity of words and sentences and their meanings, the overall layout of the questionnaire, and the suitability of the questions that measure the variables of the current study. Also, the required time to answer the questions in the questionnaire was recorded by the researcher who 15–20 minutes were around. Further, the respondents were asked to share their suggestions and recommendations on the items to improve it. 4.2.2. Pilot research study An experimental pilot testing is another critical phase which was conducted to notice the weakness in the design and survey instrument and to deliver proxy data for selection. The pilot study was essential parts of both survey questionnaire was design. It helps to identify possible problems regarding construct structure (Bhattacherjee, 2012). A pilot study is a small version of a full study that helps to see if 12

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4.3. Data collection approach

only 173 questionnaires were an accurate response to the response rate of 69.22%. A summary of the response rate is shown in Table 4.The 72.8% response rate was considered satisfactory because Nulty (2008) asserted that a 40% response rate is adequate for face to face administered based questionnaires. Moreover, 63.5% response rate was relatively better than that reported in previous studies. Joao Augusto Rossi Borges, Foletto, and Xavier (2015) obtained 62.16% response rate while Morais, Borges, and Binotto (2018) had only 50.4% response rate.

The data collection choices for the questionnaire were categorized into two methods, which are shown in Fig. 7. The first method, called “self-administered,” which is taken into consideration on a quantitative approach. The second method is designed for the qualitative approach, which is known as interviewed administered. As discussed in the section above, the purpose of the investigation for this study was a quantitative approach, which means the questionnaire was self-administered. The detail for the self-administered questionnaire method is given in Fig. 7 and discussed below with the justification.

4.4.1. Data distribution According to Hair et al., 2010a,b, PLS-SEM does not require the data to be normally distributed, but it is essential to check and confirm whether the data are not too far from a normal distribution. To find out, there are two approaches that are commonly used to assess normality such as skewness and kurtosis. Whereas, (DeCarlo, 1997) stated that skewness usually impacts the test of the mean, while Kurtosis affects the covariances and variances. In skewness when the distribution has shifted to the left along with tails off to the right it is referred as positive, it becomes negatively skewed if the shift is to the right with the tail to the left. In the procedure of kurtosis when the distribution is more peaked than it is known as leptokurtic and will have a positive value; whereas when the distribution is flat, then it is considered as platykurtic and will have a negative value (Weston and Gore, 2006). Furthermore, Weston and Gore, 2006 negative kurtosis mean even distribution with long tails which show many outliers. Kline (2005) stated that a kurtosis value of less than 20 is considered as an extreme level of normality assumptions. However, Hair et al., 2010a,b recommended that the critical value of kurtosis as (+,−) 1.96 with the significance level (0.05) and skewness as (+,−)2.58 with the significance level (0.01). Whereas, the result of skewness and Kurtosis of this study’s constructs indicated that the data is usually distributed. Table 5, referring that all data are generally distributed since the scores of kurtoses and scores of skewness.

4.3.1. Self-administrated approach Data collection was done by a self-administrated questionnaire where the questionnaires were distributed directly to the respondent to answer, and the only full completed answer was included (Saunders (2011). The survey was conducted 30 min before the farmer’s paddy cultivation tanning session and information sharing session of the paddy production. Five enumerators were involved in helping the researcher for each area like IADA, KADA, and MADA. The enumerators were among some of the local student and few local employees of IADA MADA and KADA who help the researcher voluntarily. To conduct this survey, the researcher was on the filed along with the enumerators. The approach of Saunders (2011) was used where the researcher and enumerators read the questionnaire. Considering that some of the study respondents are illiterate, the data collection is done thoroughly with the assistance of the official of IADA KADA and MADA along with the enumerators. The advantage of getting the assistance of the official and enumerator is to avoid any misunderstanding of the term used in the questionnaire, besides most of the respondents are aging farmers and the ability to read is constrained among them. Therefore, enumerators were trained to help and assist them. 4.3.2. Distribution and collection approach The distribution of the questionnaire means that it is personally delivered to the respondent later collected. However, the collection and delivery process of the questionnaire is a postal questionnaire (Saunders et al., 2016). This mode is the best for data collection in a short time and it is useful to clarify the topic on the spot (Sekaran and Bougie, 2016). Other reasons for preferring this technique include an affirmation that all the question are answered and questionnaire receiving assurance as it is delivered by hand to the respondent. Additionally, an opportunity exists to directly interact with the management to explain the survey and to persuade them to the participant. The Final data collection process was from February to June 2017. The data were collected from IADA (Seberang Perak) Kampung Gajah, IADA Kemasin Semerak (Bachock Kelantan) IADA Sungai Manik (Bagan Seria), KADA Kelantan (Kota Bahru), MADA Kangar (Perlis) Alor Setar (Kedah). A total of 600 questionnaires were distributed to three granaries areas IADA, KADA, and MADA 551 questionnaire was returned. After the screening of the questionnaire, some issues were found which are discussed in later sections. Finally, after screening the data of 437 valid questionnaires were found for data analysis for an effective response rate of about 72.8% (See Table 3.23) however the paddy farmers with GF usage the number of responses was 252 with 42%. The Sample size in this study was enough to test the hypothesized research model. Table 3 illustrated the data collection process.

4.5. Common method Bias The (CBM) Common method bias is a threat to the validity of the deductions concerning the relationship among constructs. Given the use of a self-report survey questionnaire and that all the collected data was from a single source, there existed a reasonable probability of common method bias (P. M. Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). According to Podsakof et al., (2003), common method bias can be initiated by numerous factors, such as common rater effect, consistency idea, social attractiveness, acceptance biases, common scale format, item social attraction, scale length and so on. In the quantitative research or self-report surveys, a common question is usually asked about the presence of (CMB) (Fuller et al., 2016; Podsakoff et al., 2003). To assess the presence of common method bias, the current study performed Harman’s single factor test, which was suggested by (Podsakoff, MacKenzie, Lee, & Podsakoff, 2003). In line of this process, it is essential to verify whether the data is the victim of common method variance (CMV). Given the use of a selfreport survey questionnaire and that all the collected data was from a single source, there existed a reasonable probability of common method bias (Podsakof et al., 2003). Both procedural and statistical methods were used to negate the influence of common method bias. For instance, during data collection, participants were provided with a clear set of instructions, and their anonymity and confidentiality was assured (Reio, 2010). Additionally, the data collection instrument avoided using any complicated or ambiguous words to make sure that all responses required an equal effort (Reio Jr, 2010) (Reio, 2010; Shuck et al., 2014). However, in this particular techniques, all the items under this research study (89 indicators) were comprised into a factor analysis to determine whether the majority of the variance cannot be accounted for by the first factor (i.e., below 50%) and also the total variance explained

4.4. Response rate As mentioned in the previous chapter, of 600 questionnaires were distributed to their different places, IADA, KADA, and MADA. Whereas, in the IADA 150 questionnaire distributed where 98 questionnaires received with the response rate is (65.33%) and returned of which 52 were incomplete. In KADA, the response rate was higher researcher received 83.33% 166 valid response were received out of 200. Thus, 13

14

Perceived Behavior control

Group Norm

Subjective Norm

I believe that using GFT in at least part of my farm within the next year is under my control.

PBC4

PBC5

I know many farmers who apply or have applied GFT.

GN5

I believe that using GFT in at least part of my farm within the next year; I have sufficient resources. I believe that using GFT in at least part of your farm within the next year give you the confidence to overcome the barrier. I believe that using GFT in at least part of my farm within the next year is completely up to me.

I believe, most of the farmers that I know think that I should apply GFT.

GN4

PBC2 PBC3

I believe many farmers in my region apply GFT.

GN3

I believe using GFT in at least part of my farm within the next year; I have sufficient knowledge

I believe, that the farming community, in general, has a favourable attitude toward GFT.

GN2

PBC1

I believe, many farmers think applying GFT is a good idea.

GN1

SN4

I believe my use of GFT in at least part of their farm within the next year inspired other to use.

I believe most of my acquaintance use GFT at least part of my farm within the next year.

SN2

SN3

I believe that using GFT in at least part of my farm within the next year is important

ATT4

I believe that most people who are important to me recommend and encourage that, I should use GFT in at least part of my farm within the next year. I believe if I use GFT people that are important to would approve.

I believe that using GFT in at least part of my farm within the next year is necessary for my farm

ATT3

SN1

I believe that using GFT in at least part of my farm within the next year is giving an advantage for my farm

I believe that information on GFT in the market is beneficial for me.

AWA5

ATT2

I am influenced by other farmers on the usage of GFT.

AWA4

I believe that using GFT in at least part of my farm within the next year is good for my farm

I am seeking awareness about GFT for paddy plantation.

AWA3

ATT1

I am aware of the best types of seed varieties.

AWA2

Attitude

What I believe in knowledge is the key input of GFT.

AWA1

Socio-Psychological Factors Awareness

Items

S.No

Scale

Table 1 The Summary of all the Research Instruments.

strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree

strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree

Likert scale 1-5

(continued on next page)

(João Augusto Rossi Borges et al., 2014)

(Wauters et al., 2014)

(João Augusto Rossi Borges et al., 2014)

(João Augusto Rossi Borges et al., 2014)

(Hamer et al. 2010)

Source

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15

Innovation Attributes Relative Advantage

Policy Factors Agro-environmental regulations

Environmental Factors Environmental Concern

3

4

5

6

7

RA

RA

RA

RA

RA

I believe using GFT is a positive innovation.

I believe using GFT is easy for you to understand and use.

I believe using GFT saves you time.

I believe using GFT increases crop production and farmers profits.

I believe GFT is better than the fertilizer I used before

I believe using GFT improve my work quality

2

RA

4

AER

I believe using GFT enable me to accomplish the task more quickly.

I believe Agro-environment measures serve an educational role in that its existence improves environmental awareness among farmers I believe its government policies that increase the economic power of farmers

3

AER

RA1

I believe government pay meager subsidies to paddy farmers

I believe being farmers, it is also my responsibility to protect the environment

EC5

AER2

I believe we are not doing enough to save scarce natural resource from being used up

EC4

I believe the lack of government support for paddy farmers

I believe the effect of pesticides and fertilizers on the environment

EC3

AER1

I believe human beings should live in harmony with nature to achieve sustainable agricultural development

EC2

I feel like I am overly dependent on GFT

ADP4

I believe environmental problems are becoming more and more severe in recent years

I am enjoying to figured out how to use GFT

ADP3

EC1

I believe that adoption of GFT makes my life easier

I plan to use GFT in at least part of my farm within the next year (I know where and how I will do this).

INT5

ADP2

I ‘m most likely to use GFT in at least part of my farm within the next year.

INT4

I believe that innovation gives more control over my daily life

I firmly believe that GFT will be helpful for at least part of my farm within the coming year.

INT3

ADP1

I believe to use GFT in at least part of my farm within the next year.

INT2

Adoption of GFT

I’m willing to pay attention and read about GFT

INT1

Farmers Behavioral Intention

Items

S.No

Scale

Table 1 (continued)

disagree-strongly

disagree-strongly

disagree-strongly

disagree-strongly

Strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree

strongly agree strongly agree strongly agree strongly agree

strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree

strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree

Likert scale 1-5

(Moore & Benbasat, 1991)

(Hua et al. 2016)

(Ramayah et al. 2012)

(continued on next page)

(Masambuka-Kanchewa, 2013; Ratchford and Barnhart, 2012)

(Borges et al., 2014)

Source

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16

Communication Channels Interpersonal communication

Trialability

Compatibility

Observability

COP 1

Complexity

4

5

COP

COP

I provide lots of information that other farmers need

I have much knowledge about what kind of competencies exist in my surrounding

The language I use is clear and easy to understand.

I believe communication is productive to adopt an innovation

IC2

IC3

IC4

IC5

I have a great deal of opportunity to try GFT application

TRI4

I openly share knowledge with other farmers

I would like to try GFT to know whether it will increase production.

TRI3

IC1

I like to try new technology before adopting it.

TRI2

I believe using GFT fit into my work schedule

I should be able to try GFT before adopting it

5

COM

I believe using GFT fit into my work style

TRI1

4

COM

3

COM

I believe using GFT are compatible with my entire situation

I believe using GFT requires more effort than other innovation

I observe that using GFT are more productive than other fertilizer

2

5

OBS

I believe I have seen what others do by using GFT

COM

4

OBS

I believe it is easy for me to observe GFT on my farm

I believe using GFT would be compatible with all the aspect

3

OBS

I believe using GFT would benefit from the production level

I believe using GFT are often frustrating to use in the yield

I believe using GFT is challenging to get

I believe learning to use GFT is difficult for me

I believe using GFT required lots of mental stress.

Items

COM1

2

OBS

OBS1

3

COP

COP 2

S.No

Scale

Table 1 (continued)

strongly agree strongly agree strongly agree strongly agree strongly agree

disagree-strongly

disagree-strongly

disagree-strongly

disagree-strongly

disagree-strongly

strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree Strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree strongly disagree-strongly agree

Likert scale 1-5

(McLeod et al., 1999)

(Moore & Benbasat, 1991)

(Moore & Benbasat, 1991)

(Moore & Benbasat, 1991)

(Moore & Benbasat, 1991)

Source

(continued on next page)

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by the extracted factors (eigenvalue greater than 1.0) must be more than 50% in which case no significant biases exist in the dataset. Since a single factor did not arise and the first factor did not account for most of the variance, hence this research study determines that the conventional method of bias not be the first apprehension in this study. The next concern is to test the data for common method bias. Hence, Harman’s one-factor test for CMV was employed to examine common method bias (Ng et al., 2014; Podsakoff, 2003). Inthe line with this research study, the researchers examined the common bias method by using Harmen’s single factor and Full Collinearity Variance Inflation Factors (FVIF). Primarily the researcher checked the Harmen’s single factor using the principal component factor analysis and found that the general factor accounted for less than 21% variance which was far below the critical value of less than 50% as shown is Table 6.Next, the researcher assessed the FVIFs for the common method bias and found that the FVIFs of all the latent variables were below 5, which showed more restricted value. However, after all these tests, the researchers concluded that there were no issues of common method bias in this research study data set.

disagree-strongly

disagree-strongly

disagree-strongly

disagree-strongly I know the cost of GFT is not expensive

I enjoy figuring out the use of GFT is excellent value for money

I choose to use GFT because it is economical

I choose to use GFT because it is suitable for mybudget

PC2

PC3

PC4

strongly agree strongly agree strongly agree strongly agree

4.6. Descriptive statistics Furthermore, in the line of descriptive statistic, the researchers reported the analysis of the mean and standard deviation and the intercorrelations among the latent variable of this research study. Perceived awareness (AWE) mean and standard values were 3.4378 and 0.86544, respectively. However, in term of correlation, AWE had a significant positive relationship with farmer’s behavioral intention (FBI) at a significant level of p < 0.001. The mean and standard deviation of Attitude (ATT) were 3.2462 and 0.82915, where ATT had a positively substantial relationship with the FBI at a significant level of p < 0.001. Group norm (GN) mean value 3.2780 where standard deviation value is around 0.86433 it was positively significant with FBI. The correlation of subjective norm (SN) and FBI were positively significant at p < 0.001. While, then means of SN, was 3.5864 and standard deviation 0.79209. Perceived behavioral control (PBC) mean and standard deviation values were 3.5383 and 0.90001 respectively, it was positively significant at p < 0.001 level. The next attribute researcher has discussed it about environmental factors. Whereas, the environmental concern (EC) mean and standard deviation values were 3.6861 0.74335, while in term of correlation EC had a positive and significant relationship with the FBI at p < 0.001. The correlation of relative advantage RA was positively significantly correlated with FBI at p < 0.001, while the mean and standard of deviation values were 3.5181 and 0.78396 separately. Compatibility (COM) correlation with FBI is positively significant at the p < 0.001 level whereas, the mean and standard deviation values were3.3652 and 0.72749. The correlation of Complexity (COP) with positively substantial to the FBI however, the values of the mean of standard deviation were 3.5011 and 0.93765. The mean and standard deviation values of trialability (TRI) were 3.2212 and 0.91085 distinctly. In term to the correlation, COP had positively significant at p < 0.001 level. Observability (OBS) had a significant positive correlation with the FBI, whereas, the mean and standard deviation were 3.2258 and 0.88732. Now next attribute researcher was discussed as communicational channels. The mass media (MM), the values of mean and standard deviation, were 3.2050 and 0.86601 furthermore MM correlated positively significant at the level of p < 0.001 level. Interpersonal communication (IC) mean and standard deviation values were 3.5309 and 0.87382, respectively. The correlation of IC with the FBI was positively significant correlated at the level of p < 0.001. Perceived Cost (PC) mean and standard deviation of 3.2987 and 0.72714 where PC was positively significant to the FBI at the level of p < 0.001. The last latent variables Farmer’s behavioral intention (FBI) mean and standard deviation values were 3.3024 and 0.69409 respectively while the correlation of FBI with the ADP which was positively significant at p < 0.001 as shown in Table 7

Cost Factors Perceived Cost

5

MMC

I believe that time affects information sharing.

4

MMC

I believe that it is hard for me to read the written document

3

MMC

I believe that it is hard for me to understand through print media

I believe that the agriculture program on television helps me 2

MMC

PC1

disagree-strongly

disagree-strongly

disagree-strongly

disagree-strongly

(Mallat et al. 2006)

(McLeod et al., 1999) disagree-strongly

strongly agree strongly agree strongly agree strongly agree strongly agree I believe that information from the radio is highly accessible for me MMC1 Mass Media

Table 1 (continued)

Items S.No Scale

Likert scale 1-5

Source

N. Adnan, et al.

17

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5. Results and discussion

Table 2 Mean Standard Deviation and Cronbach’s Alpha.

5.1. Identified variables among the chose things identified with the maintainability of paddy cultivating The ranchers' observations area of the estimating instrument in this investigation comprised of 33 things. Computations of relationships and contrasts between every one of these things exclusively and the chose socioeconomics would have been lumbering to translate as to make an abnormal state of expansion of analysis astute blunder (alpha dimension). Consequently, the scale was factor examined to decide whether essential variables could be distinguished in the information. Consequences of factor examination uncovered four factors in the ranchers' impression of supportable horticulture. These variables, as named by the analyst, and the level of change clarified, are introduced in the accompanying element investigation segment. The things incorporated into each factor, and the request that they were extricated likewise incorporated into the factor investigation segment. The turned part grid for ranchers' impression of maintainable agribusiness articulations is exhibited in Table 1. The factor scores for ranchers' recognition ns were determined as Mean = 3.73 (SD = 0.75) for Factor 1-Policy factors, Mean = 4.21 (SD = 0.68) for Factor 2-Social components, Mean = 3.58 (SD = 0.84) for Factor 3-Environmental factors, and Mean = 2.65 (SD = 1.23) for Factor 4 – Economic elements. Every one of the four variables clarified an aggregate of 55.24% of the fluctuation while the approach factor alone clarified 21.15% of the absolute variety. This was trailed by the social variables (13.35%), natural elements (11.59%), and monetary components (9.14%), separately. The approach related things for reasonable horticulture were comprehensively given comparative answers by paddy cultivators, and this wound up as the essential factor of maintainable paddy cultivates in the area. Among the things secured by this factor, ranchers gave higher need in supporting exploration for improving the nature of paddy, the arrangement of quick and sound acquiring and handling the arrangement of collected practical paddy through green manure immediately, building up appropriate storerooms, and giving legislative help to paddy creation, and so on. In the common measurement, the paddy cultivators saw that great correspondence among all partners is basic to give social maintainability. The anticipation of disintegration in messy lands, building strong channels along the streets to control blustery water, to have the capacity to battle with infections influencing paddy generation, and tree planting in the zone of disintegration and avalanche hazard, and so on were the things in ecological factor got more significance by paddy producers. The last factor was financial, which depicts the things regarding the eagerness of the ranchers to proceed with paddy surrounding without acquiring ensure by the administration, and compost/credit support. These things clarified that paddy cultivating is monetarily reasonable when paddy cultivators will proceed with paddy cultivating without anticipating any help.

Variable

Mean

S. D.

Cronbach’s Alpha

Perceived Awareness Attitude Group Norm Subjective Norm Perceived Behavioral Control Environmental Concern Agro Environmental Regulation Relative Advantage Compatibility Complexity Triability Observability Mass Media Interpersonal Communication Farmers Behavioral Intention Perceived Cost Adoption of GFT

2.5973 3.5676 3.3270 2.3209 3.6622 3.8874 3.8892 3.8874 3.8277 3.8649 3.6351 3.8405 3.9378 3.0878 3.8446 3.6838 3.8892

.56130 .59221 .68692 .77473 .68240 .58397 .61412 .58397 .65287 .55348 .70018 .65458 .57996 .71,005 .5079 .67113 .61412

0.761 0.826 0.810 0.880 0.810 0.761 0.663 0.787 0.811 0.751 0.794 0.811 0.798 0.666 0.695 0.748 0.711

few times each week. The variable was made from the economic observation file as low-level recognition medium-level discernment and abnormal state discernment. 6. Discussion The drive for a more sustainable environment has triggered enormous research in the production of green and sustainable fertilizers aimed at the conservation of agricultural land for sustained production and environmental sustainability. Several formulations are accessible which encourage effectiveness in the use of nutrients without interfering with plant growth and without posing environmental difficulties. The significant developments in the use of nutrient-rich organic and inorganic materials, as well as the incorporation of synthetic materials and graphene from non-toxic, renewable and biodegradable sources, were all highly holistic. The sort of soil, soil nutrient requirements, prevailing conditions and the type of plant to be cultivated are generally essential to determining suitable soil application fertilizers. While suitable fertilizers are available to treat contaminants in soils, they still need fertilizers formulated in settings such as buffer areas and wetlands that are able to encourage rapid sequestration and degradation of pollutants. Some studies have been conducted using oil-free, slow and controlled fertilizers on sandy beaches and water contaminated with crude oil. They have accomplished some success which still needs to be improved. Increasing the process of bioremediation in open systems and wetlands would be possible by incorporating speed limiting nutrients into a consortium of organisms suitable for the degradation of pollutants. In addition, its recommended that organic fertilizers be applied to nutrients without contaminated soils since they benefit more from the huge macros and micronutrients current in these products while stabilizing significant chemical variables such as soil pH and soil biodiversity improvement. The use of slow and controlled releasing fertilizer will improve chronically polluted environments for biodegradation because the mechanism for continuous release can over-time reduce any remaining effect on paddy farming from the long-term presence of the contaminant. On the overall, the type of soil, the nutrient conditions of the soil, the prevailing environmental conditions and the type of plant to be grown plays a critical role in determining appropriate fertilizers for soil application higher production. While there are appropriate fertilizers for the treatment of contaminants in soils, they are still needed for the formulation of fertilizers that can promote accelerated sequestration and degradation of pollutants in highly sensitive environments. Some studies have been done using GF, slow, and controlled-release fertilizers on beach sands and reduce water contamination. This is because of slow and controlled-release fertilizers (SLF and CRF) composition made by

5.2. Definition of financial qualities and correspondence conduct factors Table 2 depicts the factors entered the conventional strategic model. Considering the recurrence appropriation of the reactions, the illustrative factors were changed over to dichotomous factors to translate effectively. Half of the respondents had a grade school degree while the other half had some more training past primary school. The homestead families had a few individuals who moved on from school. As to residency, of the respondents worked their ranches while the staying took a shot at a shareholding base. As to conduct of the respondents, half met with farming augmentation faculty a few times each month while the other half met with similar personals more sometimes. Likewise, half of the respondents took part in cultivating related occasions, and the staying half never visited. sat in with the fellow farmers consistently, read the paper a few times each week, lastly, half utilized the Internet a 18

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Table 3 Data Collection. Areas

QuestionnaireDistributed

MinimumSample Size G*Power

Received

Valid Case

Valid Case with GF

IADA Seberang Perak (Kampung Gajah) Kemasin Semerak (Bachock Kelantan) Sungai Manik (Bagan Seria) KADA Kelantan (KotaBahru) MADA Kangar (Perlis) Alor Setar (Kedah) Total Scores

150 questionnaires

21

129

98

59

200 questionnaires 250 questionnaires 600 questionnaires

79 89 189

189 233 551

166 173 437

93 100 252

the methods of the present disclosure. In embodiments, the slow-release fertilizer is made by the following steps: providing a plurality of fertilizer particles including at least one nutrient in salt form, where the salt is capable of reducing graphene oxide; forming one or more layers of graphene oxide on the fertilizer particle such that the fertilizer particle is at least partially coated with graphene oxide; and heating the graphene oxide-coated fertilizer particles to form a coating of reducedgraphene oxide on the particles (Gao and Yuncong Li, 2014).On another note, we recommend the application of graphene coated SLF and CRF fertilizers in nutrient lacking polluted soils as it will benefit important chemical factors like the soil pH and improving the soil biodiversity. This new grapehene coating technology could hold great promise for environmentally-benign controlled- release fertilizer for crop production Chronically polluted environments will be better stimulated for biodegradation with the application of GF (SLF and CRF) because the sustained nutrient release mechanism can overtime influence a reduction in any residual impact of the long-term presence of the contaminant on PADDY production. An agriculture most important and the asset is its human capital, and the success of an agricultural innovation such as (GF) depends upon not just its conventional assets, like finances and physical resources, but on its human assets too. Farmer’s adoption innovation, however, represents a barrier to high paddy production for achieving their strategic objectives. Paddy farmers' adoption decision, however, seems to result in more positive attitudinal and behavioral outcomes than others, as suggested by both the previously published research literature and the findings of the current study. The purpose of this doctoral thesis was threefold. The purpose of this study was in threefold. Drawing on the theory of planned behavior, diffusion of innovation and technology acceptance model, it first examined socio-psychological factors the impact of paddy farmers behavioral intention (i.e., subjective norm, group norm, attitude, perceived behavioral control, awareness) to use GF. Second, it examined environmental factors the impact paddy farmer’s behavioral intention (environmental concern). Whereas the third stages the researcher the crucial of policy factors (i.e, agro-environmental policy) the significant impact on farmer behavioral intention to use GF. Next, it examined innovation attributes the impact paddy farmer’s behavioral intention (relative advantage, compatibility, observability, complexity, and triability) to use GF. The fourth stage examined communication channel the impact paddy farmer’s behavioral intention (mass media, interpersonal communication) to use GF. Lastly, it investigated the moderation role of perceived cost between farmers behavioral intention with the adoption of GF among Malaysian farmers. Despite the limitations of this study, a significant contribution has been made to increase the adoption of GF among Malaysian paddy farmers. This study focused on the factors that influence a farmer’s decision to adopt GF. The primary objective of this review study is to examine the Innovation attributes and socio-psychological communication channels. GF has been encouraged to improve the on-farm resource usage efficiency under the entangled standards of improving food security as well as sustainability. There are many countries in the world those who considered financing in these sustainable technologies (A. Anwar et al., 2015, 2016). Though GFs are becoming commercially viable in many developed nations, there is a modest growth rate in the

context of adoption decision. This occurrence has appealed to some local studies to recognize the factors related to adoption in varied forms. In the previous research studies, the attention was more on decision making. It is very crucial to comprehend farmers’ decision depend upon the complex factors. Consequently, based on the use of encompassing the DOI, TRA, TPB, TAM and communication channels to study paddy farmers’ adoption decision of GF, this current framework heightened the adoption decision among farmers based on a mixture of variables. Nonetheless, researchers argue that by using only one theory researcher may restrict their finding by not considering the various approach to this adoption decision, especially in Malaysian paddy farming because it is a staple food for the country. To encompass DOI, TPB, TAM, and communication channels for studying paddy farmers’ adoption decision of GFT not consider the role of information as well as acquisition. However, DOI, TRA, TPB, TAM, and communication channels study mainly focus that farmers have just one objective to perform profit maximization through innovation adoption. The combination of all stated theories can facilitate to overcome the limitation. To capitalize on these different research efforts, this study aims to review their outcomes, searching for those commonalities which might, partially at least, explain the farmlevel adoption of GFs. In doing so, it has been our target to suggest policy hints for both ‘experienced’ countries and ‘new’ entrants. This research marks as a step towards sustainable farming practices through the adoption of GF. The results of this research can serve as a foundation for future research on Malaysian paddy farmers’ adoption decision. Additionally, the results of this research may be used as a guideline tool which can be helpful for Malaysian lawful agencies and policies makers. The results of this research showed the importance of GF usage in the yields, and any other country can use these frameworks with similar characteristics. The researchers should in future also explore frameworks and conditions for comparing living and working environment in other nations, and the outcomes of the adoption decision between farmers in other nations, in order to expand the scope of studies. Researchers can assess moderation based on the variables (fertilizers purchases, perceived risks, brand loyalty, and the welfare of farmers). In addition, the investigator may add different theories, adding new theory, also known as a normative theory, called expected utility theory (Becker, 2017). The theory illustrates how people should make a decision. In an economic aspect, this theory works as a descriptive theory where the theory highlighted how the individual makes their decision. 7. Recommendations Additionally, this theory is a psychological mechanism of the decision-making process to correctly predict people’s choice (Farmer, 2018). Doing this will open the opportunity to explore the importance of culture and values in the decision-making process. Socio-psychological is particularly useful given how the existing cultures and values often dictate people's thinking and decision-making process. While this study investigates how the compatibility of the innovation to the existing values, the future study might investigate the types of values that enhance the adoption rate of innovation, in other words, future research should be directed toward the sociological aspect. 19

Land Use Policy 90 (xxxx) xxxx

59 93 100 98/150*100 = 65.33% 166/200*100 = 83.33% 173/250*100 = 69.22%

59/150*100 = 39.33% 93/200*100 = 46.5% 100/250*100 = 40.0%

Table 5 Skewness and Kurtosis for Variables.

150 questionnaires distributed 200 questionnaires distributed 250 questionnaires distributed IADA Seberang Perak (Kampung Gajah) Kemasin Semerak (Bachock Kelantan) Sungai Manik (Bagan Seria) KADA Kelantan (KotaBahru) MADA Kangar (Perlis) Alor Setar (Kedah)

Variables

Skewness

Kurtosis

Perceived awareness Attitude Group norm Subjective norm Perceived behavioral control Farmer’s behavioral intention Adoption of GF Environmental concern Agro-environmental regulations Relative advantage Compatibility Complexity Trialability Observability Mass Media Interpersonal communication

1.049 −0.159 1.862 0.660 −0.565 −0.474 0.634 1.636 1.840 −0.371 −0.117 1.043 −1.394 −0.089 0.892 1.394

−0.221 −0.542 1.639 1.211 0.594 −0.917 −0.312 0.998 1.381 0.767 0.434 −0.618 0.573 −1.466 −0.821 0.573

Furthermore, regarding respondents, this study is restricted to predominantly Malay male farmers and female farmers mostly. Other subgroups need to include, for those farmers from different ethnicities should be included in the sample for future research to gain a deeper understanding of the underlying issues in the decision-making process to adopt GF. On the other hand, this study has been focusing on the significant granary regions within IADA, KADA, and MADA. To extend, future research can investigate the viewpoints of farmers working in the periphery, outside the IADA, KADA, and MADA. These farmers are working in a different condition than those within the organization’s supervision. Therefore, they can provide unique insights into their decision-making process to adopt GF. Another significant improvement that can be done to the study is to incorporate the Artificial Intelligence method into the study approach. Bringing Artificial Intelligence to agriculture to boost paddy yield (Application for showing date/fertilizer type). As of recent, the rapid development of data modeling techniques enables more robust approaches; for instance, neural networks and neuro-fuzzy methods are becoming increasingly important given their flexibility to operate in various subject areas (Ahmed et al., 2016). The main crucial fuzzy rule has a long history of use in Artificial intelligence (AI). Furthermore, we have fuzzy interface system (FIS) which use fuzzy reasoning to map an input space and output space which has been magnificently applied in several fields, for instant decision analysis, automatic control, data classification, computer vision, and expert system. Adaptive neurofuzzy inference system (ANFIS) is defined as a cross between artificial neural networks and FIS (Khoshnevisan et al., 2014). For this study, the application of soft computing method for data analysis such as (ANFIS) to model the framework of GF adoption decision among paddy farmers can be demonstrated in the future. IFS will provide a predictive tool for paddy farmers to assist them in forecasting in the environmental aspect of their production level based on the measurable input which will use in the growing season. However, based on this, the standard product input such as manure, farmyard, water electricity, tractor, machinery, fertilizer, pesticides, natural gas, and irrigation will be selected as input. On a higher level, governments and the agricultural agencies rely on models for predicting, to plan on strategies for better implementation of innovation. As such, improved predicting techniques using Artificial Intelligence ensure farmers would be receiving the most benefits (K. Arai, O. Shigetomi, Y. Miura, 2018) (Srichaipanya et al., 2013). Farming operations in more productive conditions would help a farmer to achieve their income goals, and in turn, improve their economic prospects. One of the major smarting problems is the efficient and effective monitoring of agriculture and minimization of assets, including fertilizers, pesticides, electricity, water and labor costs. Fertilizer is one of the most important resources in specific. Thus, an AI-based fertilizer

98 166 173

Valid Case with GF Valid Number of Questionnaire Areas

Table 4 Response Rate of Questionnaires.

Valid Case

Valid Response Rate%

Valid Response of GF Rate%

N. Adnan, et al.

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Table 6 Results of Harman's Single Factor Analysis. Total Variance Explained Component

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70

Initial Eigenvalues

Rotation Sums of Squared Loadingsa

Extraction Sums of Squared Loadings

Total

% of Variance

Cumulative %

Total

% of Variance

Cumulative %

Total

23.587 5.309 4.832 3.228 3.159 2.889 2.452 2.229 2.018 1.706 1.611 1.486 1.382 1.282 1.243 1.154 1.028 .999 .982 .890 .826 .779 .724 .711 .701 .663 .605 .592 .582 .547 .530 .521 .511 .490 .467 .448 .443 .402 .386 .383 .351 .339 .325 .304 .295 .284 .270 .266 .251 .248 .233 .231 .214 .203 .197 .192 .179 .170 .154 .151 .148 .140 .130 .121 .109 .101 .094 .080 .069 .054

29.120 6.554 5.965 3.985 3.901 3.566 3.027 2.752 2.491 2.107 1.989 1.835 1.706 1.582 1.534 1.425 1.269 1.234 1.213 1.099 1.020 .962 .894 .878 .865 .819 .747 .731 .718 .676 .654 .644 .631 .605 .576 .553 .547 .496 .476 .473 .433 .418 .401 .376 .364 .350 .334 .329 .310 .306 .288 .285 .264 .250 .243 .237 .221 .210 .190 .187 .183 .172 .161 .149 .135 .124 .116 .098 .085 .067

29.120 35.674 41.640 45.624 49.525 53.091 56.118 58.870 61.361 63.468 65.457 67.291 68.997 70.579 72.113 73.538 74.807 76.041 77.253 78.353 79.372 80.334 81.229 82.107 82.972 83.790 84.537 85.268 85.986 86.662 87.316 87.960 88.591 89.196 89.772 90.325 90.872 91.368 91.845 92.318 92.751 93.169 93.571 93.946 94.311 94.661 94.995 95.324 95.633 95.939 96.227 96.512 96.776 97.026 97.270 97.507 97.728 97.938 98.128 98.315 98.498 98.670 98.831 98.980 99.115 99.239 99.355 99.453 99.538 99.605

23.587 5.309 4.832 3.228 3.159 2.889 2.452 2.229 2.018 1.706 1.611 1.486 1.382

29.120 6.554 5.965 3.985 3.901 3.566 3.027 2.752 2.491 2.107 1.989 1.835 1.706

29.120 35.674 41.640 45.624 49.525 53.091 56.118 58.870 61.361 63.468 65.457 67.291 68.997

16.374 14.855 24.494 39.400 40.222 45.538 50.720 52.334 57.938 62.283 63.128 64.048 68.997

(continued on next page) 21

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N. Adnan, et al.

Table 6 (continued) Total Variance Explained Component

71 72 73 74 75 76 77 78 79 80 81

Initial Eigenvalues

Rotation Sums of Squared Loadingsa

Extraction Sums of Squared Loadings

Total

% of Variance

Cumulative %

.052 .041 .038 .037 .031 .030 .027 .022 .020 .013 .010

.064 .051 .047 .045 .038 .037 .033 .027 .024 .016 .012

99.670 99.721 99.767 99.813 99.851 99.888 99.921 99.948 99.972 99.988 100.000

Total

% of Variance

Cumulative %

Total

Extraction Method: Principal Component Analysis. a When components are correlated, sums of squared loadings cannot be added to obtain a total variance.

right amounts of panicle fertilizers cannot be used correctly if the longevity is delayed. In addition, rice panicle can have adverse consequences. Proposed Artificial Intelligence: AI-based control of rice quality and harvesting levels with smart drone-based rice field monitoring dose system job to increase the quality and yield of harvested rice crops by minimizing the necessary fertilizer. The suggested mechanism enables rice crop quality control and harvest quantity, by altering fertilizer type and supply volume, to be established through experiments conducted by rice paddy fields located at the Saga Prefectural Research Institute for Agriculture (SPRIA) in Saga city, Japan (Arai et al., 2018) (Elahi et al., 2019). If we use this method in the Malaysian paddy field, it can be anticipated that the production is also helping to increase.

control is created with a field surveillance scheme based on Near Infrared drone mounts: NIR cameras to minimize the necessary fertilizer. Visible and NIR drone mounted rice paddy field monitoring: The near-infrared cameras are suggested (Arai et al., 2013) while the nitrogen level assessment technique is suggested in rice leaves for rice quality assessment (Arai et al., 2013) (Kumar et al., 2009). The method proposed here is to use AI to estimate the timing and quantities of fertilizers, and to evaluate rice quality by means of protein content in rice crops with NDVI monitoring: Normalized Difference Vegetation Index that is obtained with the visible and NIR camera attached to a drone. The rice plant quality and quantitative method of assessment is suggested and effectively validated with a regressive examination of the content of nitrogen and close infrared reflection of rice leaves measured from the crone (Arai et al., 2014). Meanwhile, a regressive NDVI analysis from the camera mounted drone is used to measure the protein contents in the rice and nitrogen contents of rice leaves successfully (Arai et al., 2015a,b). However, the relationship is well examined between quality of rice crops (protein composition) and the quantity of fertilizer and density of the rice stump from drone information (Arai et al., 2015a,b) (Elahi et al., 2019). An estimate of the quality of rice crop and harvest is then made using drone-mounted NIR camera data and remote sensing satellite data. In addition, effects from stump density, rice crop quality, and harvest amount of fertilizer were well reported in 2015 using drone-mounted NIR camera data (Arai et al., 2016a,b). Further, the method is proposed and validated for estimating the NIR reflectance using visible camera data based on NDVI regression and its application to insect harm detection in rice paddy fields (Arai et al., 2016a,b). In contrast, the Digital Farming Report is available (AIbased sowing advisories lead to 30% greater returns). Proposed AI will be based on the data of the SPAD, the spectral reflection of leaves of rice @ 550 nm, 870 nm, plant height, proportion of stems, the culm length after heading, length of ear, number of panicles (book/inventory) air temperatures, relative humidity and air pressure based on the quality of the fertilizer harvested rice and harvesting quantity (Arai et al., 2018) (Kumar et al., 2009). AI then learns how to timing and how to apply CRF and SLF fertilizer, basal fertilizer, panicle fertilizer. Draining is one of the following laws from the learning outcomes: 1 2 3 4

8. Conclusions The reason for this examination was to investigate the impact of financial and correspondence conduct factors on the recognition for the maintainability of paddy cultivating by the application of GFT. Paddy cultivators in Peninsular Malaysia were chosen with the stratified testing procedure and met legitimately. Their reactions on 86 chose things regarding their view of feasible horticulture were noted, and factor investigation was executed. Toward the finish of the factor investigation process. The arranged research model was connected to decide the degree to which the relevant factors impacted the three recognition gatherings. Of the ten illustrative factors entered the model, five (three financial and two correspondence factors) fundamentally influenced the ranchers' discernment level. The critical variable was the age, which negatively affected the recognition dimension of ranchers concerning manageable paddy cultivating. It might infer that the more youthful ranchers are bound to have high maintainability observation as a contrast with more established ranchers. Training level, support in cultivating occasions (gatherings, symposium, and workshops), the recurrence of staring at the TV, and recurrence of utilizing the Internet had a positive and noteworthy impact on ranchers' observation level. It is reasoned that the impression of ranchers has an indispensable job in advancing maintainable farming. Since the more significant part of the ranchers had a higher discernment level when contrasted with different ranchers, it very well may be expressed that ranchers in the region had a positive inclination of seeing manageable paddy cultivating. As the essential element of feasible paddy cultivating was identified with approach factors, the administration specialists should step up to the plate and increment manageability in the locale. Most importantly, the nature of paddy items ought to be improved to meet the prerequisites of local and remote clients, except if this issue of

Elimination of tilling inefficiency. Promote fresh root elongation and vitality maintenance until later. Improved soil respiration and the removal of damaging pollutants Effects include accommodation reduction However, not only are those consequences insufficient, but also the 22

Land Use Policy 90 (xxxx) xxxx

1 .416** .538** .144** .111* .372** .369** .265** .250** .501** .372** .492** 1 .279** .282** .270** .101* .155** .245** .250** .229** .243** .385** .285** .250**

1 .595** .241** .092 .664** .601** .469** .421** .652** .379** .498**

1 .267** .188** .441** .454** .337** .329** .649** .511** .793**

1 .208** .198** .228** .245** .363** .326** .188** .241**

1 −.010 .034 .066 .143** .133** .307** .180**

1 .677** .475** .420** .554** .261** .368**

1 .423** .296** .547** .251** .450**

1 .370** .546** .366** .341**

1 .467** .271** .218**

1 .523** .599**

1 .521**

1

paddy creation is solved. Concerning the social factor, excellent correspondence and connections must be created among all partners associated with paddy division which incorporates the maker families, investors, outside specialists, faculty of paddy handling industrial facilities, and the staff of the augmentation administration worked under the Ministry of Food Agriculture. The ecological measurement is additionally essential for easy paddy creation. If natural dangers are limited in the district, ranchers will almost certainly proceed with their generation and apply for new advances. Mainly keeping the land solidarity, averting disintegration and avalanches, rehearsing channels, correctly choosing the defeats of intensity and streets, gas and water pipelines, and other country offices will fortify natural manageability. At last, financial manageability is fundamental for paddy ranchers who have extremely constrained chances to make their lives in nonfarm areas. In this manner, they must win a regular salary from their paddy plantations and would prefer not to be reliant on government sponsorships and money related help. When the administration precisely controls the market and give fantastic chances to all partners associated with paddy division, paddy ranchers will likely have the capacity to buy less expensive sources of info and sell their items at sensible prices. It is prescribed that policymakers should concentrate on the paddy related arrangement issues, for example, a version of unlawful paddy passages, the quick and sound arrangement of buying and preparing gathered paddy, and fantastic value support, and so on. The horticultural neighborhood augmentation offices ought to mastermind the casual professional instruction projects or workshops for the paddy cultivators in the examination region to build the ranchers' view of reasonable paddy cultivating. The horticultural projects on TV ought to be communicated, which is the exceptionally utilized correspondence source all over the place. Since the other significant wellspring of securing data about paddy generation is the Internet, the nearby firms like peninsular ought to give specialized data on its website that can be effectively gotten to by the paddy producers. Acknowledgment

1 .496** .305** .495** .480** .496** .146** .077 .384** .368** .245** .265** .578** .360** .452** 1 .336** .325** .276** .233** .436** .383** .230** .249** .357** .354** .514** .385** .565** .353** .408**

The researcher would like to thank Universiti Teknologi Petronas and Department of Management and Humanities to conduct this research studies. The researcher would like to thank the YUTP cost center (0153AA-H31) grant for funding this research work. References Adnan, N., Md Nordin, S., Rahman, I., Noor, A., 2017a. Adoption of green fertilizer technology among paddy farmers: a possible solution for Malaysian food security. Land Use Policy 63 (Supplement C), 38–52. https://doi.org/10.1016/j.landusepol. 2017.01.022.. Retrieved from http://www.sciencedirect.com/science/article/pii/ S0264837716311024. Adnan, N., Nordin, S.M., bin Abu Bakar, Z., 2017b. Understanding and facilitating sustainable agricultural practice: A comprehensive analysis of adoption behaviour among Malaysian paddy farmers. Land Use Policy 68. https://doi.org/10.1016/j. landusepol.2017.07.046. Adnan, N., Nordin, S.M., Noor, A.N., 2017c. A Comparative Study on GFT Adoption Behaviour Among Malaysian Paddy Farmers. Green Marketing and Environmental Responsibility in Modern Corporations. pp. 239–263. Adnan, N., Nordin, S.M., Noor, A.N., 2017d. A Comparative Study on Gft Adoption Behaviour Among Malaysian Paddy Farmers. Adnan, N., Nordin, S.M., Noor, A.N., 2017e. Segmenting Paddy Farmer's Attitude and Behavior: A Study towards the Green Fertilizer Technology Adoption Among Malaysian Paddy Farmers - Adoption of GFT. Adnan, N., Nordin, S.M., Rahman, I., Vasant, P., Noor, M.A., 2017f. An Overview of Electric Vehicle Technology: A Vision towards Sustainable Transportation. Adnan, N., Nordin, S.M., Rahman, I., Vasant, P.M., Noor, A., 2017g. A comprehensive review on theoretical framework-based electric vehicle consumer adoption research. Int. J. Energy Res. 41 (3). https://doi.org/10.1002/er.3640. Adnan, N., Nordin, S.M., Ali, M., 2018a. A solution for the sunset industry: adoption of Green Fertiliser Technology amongst Malaysian paddy farmers. Land Use Policy 79, 575–584. Adnan, N., Nordin, S.M., Rahman, I., Noor, A., 2018b. The effects of knowledge transfer on farmers decision making toward sustainable agriculture practices: In view of green fertilizer technology. World J. Sci. Technol. Sustainable Dev. 15 (1), 98–115.

(**) Correlation is significant at the level of 0.01. (*) Correlation is significant at the level of 0.05.

PA ATT GN SN PBC EC AER RA COM COPX TRI OBS MM INT FBI ADP COS Perceived awareness Attitude Group norm Subjective norm Perceived behavioral control Environmental concern Agro-environmental regulations Relative advantage Compatibility Complexity Trialability Observability Mass Media Interpersonal communication Farmer’s behavioral intention Adoption of GF Perceived Cost

3.4378 3.2462 3.2780 3.5864 3.5383 3.6861 3.3638 3.5181 3.3652 3.5011 3.2212 3.2258 3.2050 3.5309 3.3024 3.3719 3.2987

.86544 .82915 .86433 .79209 .90001 .74335 .77652 .78396 .72749 .93765 .91085 .88732 .86601 .87382 .69409 .85697 .72714

1 .571** .288** .242** .211** .213** .386** .404** .167** .066 .315** .306** .414** .413** .523** .306** .351**

1 .290** .510** .521** .600** .210** .090 .481** .550** .293** .291** .538** .419** .495**

EC GN ATT PA Std. Deviation Mean Code Constructs

Table 7 Descriptive Statistic and Inter-Corrections of Constructs.

SN

PBC

AER

RA

COM

COMX

TRI

OBS

MM

INT

FBI

ADP

COS

N. Adnan, et al.

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