Pooled innovativenessand learning-pattern based adopter categorization

Abstract

Early studies on diffusion assumed that farmers adopt one innovation at a time, and hence adopter categorization was innovation specific. Since many innovations are being introduced by different agencies, pooled relative earliness for the multiple innovations adopted was computed, resulting in Innovators, Early Adopters and Late Adopters. This linear approach has limitations in explaining the complex innovation-adoption process, therefore,innovation learning pathways expressed as knowledge index, was used in further categorization. High-knowledge late adopters were sub-categorized as Informed Late Adopters. Similarly, low-knowledge innovators were sub-categorized as Ignorant Adopters. Profile analysis confirmed prevalence of categories ranging from Ignorant Adopters to Late Adopters and Informed Late Adopters to Innovators. Identification of Ignorant Adopters is critical for delivering targeted solutions by the extension system, demanding a shift in focus from innovators. Enhanced competencies among extension personnel are also required for adopting a techno-socio-psychological approach. Informed Late Adopters have a crucial role to play in promoting sustainable agriculture.