Farmer innovativeness and hybrid rice diffusion in Bangladesh

Hybrid rice technology was introduced in Bangladesh to meet the seed crisis caused by a devastating flood in the 1998-1999 cropping season. The rate of acceptance of hybrid rice amongst potential growers demonstrated, however, that getting a new idea adopted, even when it has obvious advantages, is challenging. The rate of adoption continues to be limited. In order to have an insight into the diffusion scenario of hybrid rice technology, we conducted the present research to: (i) identify the channel used for the diffusion of hybrid rice; (ii) determine the diffusion pattern of hybrid rice in Bangladesh and characterize rice farmers by their stage of adoption, following Rogers' model; and to (iii) explore the influence of selected characteristics of the rice growers in influencing farmers' innovativeness. A concurrent embedded design using a cross sectional survey was employed. The study was conducted in five regions of Bangladesh. The population of this study consisted of rice growers of the boro season. A multistage stratified random sampling design was employed in selecting the sample of 425 farmers. Data was collected through face-to-face interviews with the sampled farmers using a pre-tested and back translated questionnaire. Data confirm that the most frequently used channel from which farmers first became informed about hybrid rice was TV, followed by dealer, neighboring farmers and Agricultural Extension Office. The diffusion pattern of hybrid rice approaches a normal distribution or S-shaped cumulative distribution as proposed by Rogers. Adopter categories made in this study differ significantly, confirming to diffusion theory and empirical literature. Regression results show that farm size, availability of the promotional efforts, perception of risk in cultivating hybrid rice, and attitude towards hybrid rice was significant predictors of the farmers' innovativeness. The findings of the study might help planners and extension workers to consider refining their working procedure and policy guidelines for accelerating the rate of the adoption of hybrid rice in Bangladesh and beyond. (C) 2016 Elsevier Inc. All rights reserved.