Title: Exploring the adoption of conservational agriculture practices: a phenomenological inquiry

Authors: Naeem Hayat; Abdullah Al Mamun; Noorul Azwin Md Nasir; Noorshella Che Nawi

Addresses: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia ' UCSI Graduate Business School, Faculty of Business and Management, UCSI University, Cheras, 56000 Kuala Lumpur, Malaysia ' Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia ' Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia

Abstract: Environmental concerns had ignited the discussion to change traditional agriculture practices and adopt pro-environmental agriculture practices. The study aims to investigate the role of the selected factors on the adoption of conservational agriculture practices (CAPs) among the rice farmers in Pakistan. This study employed the phenomenological method to collect opinions from 27 rice farmers using face-to-face interviews. The analysis revealed that farmers' exposures and personal orientations could explain the adoption or non-adoption of CAPs. There were efforts to enhance the adoption of CAPs by the global and local institutions. This phenomenological enquiry enhances the understanding of the role of different factors in adoption of CAPs for rice farming. Policy and social influence are required to change the farmers' traditional cultivation practices. The policy needs to address the local knowledge and use it to change the farmers' behaviour to improve the adoption of CAPs. This study contributed to the adoption literature in general and specifically for the conservational agriculture adoption in developing countries. Study limitations and recommendations for future studies reported at the end.

Keywords: conservation agriculture practices; intention; phenomenology; adoption.

DOI: 10.1504/IJSAMI.2020.10035191

International Journal of Sustainable Agricultural Management and Informatics, 2020 Vol.6 No.4, pp.339 - 358

Received: 21 Mar 2020
Accepted: 22 Jun 2020

Published online: 07 Feb 2021 *

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