Abstract
ABSTRACTPaddy stubble burning poses a major threat to agricultural sustainability in Northern India and an innovative conservation technology ‘happy seeder technology’ is a potential solution for it. Most of the innovation adoption studies usually focus on farmers’ and farm characteristics without giving much emphasis on farmers’ perception regarding the attributes of innovation. But this study focuses on the influence of farmers’ perception regarding attributes of happy seeder technology, viz. relative advantage, compatibility, complexity, trialability and observability on its adoption speed using duration analysis. The survey was conducted in the Indian Punjab, a major contributor to farm fires in Northern India. The findings confirmed the influence of farmers’ perception regarding relative advantage, trialability, observability and complexity on the adoption speed of happy seeder technology. The relative advantage was the strongest influencer of the adoption speed amongst attributes. Based on research findings, we suggest changing farmers’ perception regarding attributes of happy seeder technology through extension activities at critical stages, development of machinery database, cost–benefit comparison, mandatory training along with subsidized machinery and low-cost informational nudges.
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