The Adoption and Diffusion Process of Sustainable Agribusiness Management through the Role of Vocational High School Graduates

Abstract

Unsustainable agricultural development has an impact on land damage, decreased water quality, increased critical land and it is hoped that agriculture will transform towards sustainable agriculture. Sustainable agriculture is development that considers economic, ecological and social dimensions, so that agricultural development can be enjoyed by current and future generations. Sustainable agricultural development requires human resources as agents of change. The existence of Vocational High Schools in agriculture as a subsystem of national education is expected to produce graduates who have competence in the agricultural sector. Research on the process of conveying sustainable agribusiness messages through the role of Vocational High School graduates uses a phenomenological approach to understand the experiences of research subjects. The research subjects were graduates of Vocational High Schools who worked as farmers and extension workers with the sampling technique using snowball sampling by examining the role of graduates of Vocational High Schools as adopter farmers and distributors, non-adopter farmers, extension workers and extension officers who own farming businesses due to the success of the adoption process and Diffusion is influenced by information sources and message delivery methods. The results of the study show that the learning-by-doing method of information sources is considered effective in the process of adoption and diffusion of sustainable agribusiness.