Abstract
The conversion of agricultural land for the construction of toll roads is a necessity. The change requires supporting agricultural technology and innovation to combat the decline in agricultural productive lands. The research objective was to analyze the Innovation for Sustainable Productivity in Agricultural Land Conversion policy. Case studies of farming communities affected by land conversion were used. The sources of the data were community research and farmer groups with interactive data analysis. The findings showed that productivity was not fully directed to sustainability and productivity decreased. Agricultural innovation was limited to the adoption of agricultural machines causing problems for both labor and the environment. Farmers used conventional methods. The adoption of agricultural technology was based on changes in attitudes, subjective norms and beliefs, and strengthening of the existing community structure and both state and non-state agency roles. Involving all relevant actors made the process of adopting technology with a cultural approach easier. Efforts to persuade adoption of agricultural technologies were outlined in the form of innovative regional policies for sustainability. Innovative policies can facilitate the technology adoption process of communities to increase agricultural sustainability.
 Keywords: adoption of innovation, productivity, sustainability, farmers, toll road construction
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