Material and Methods
The responding farmers were from mostly small land units of 0.41-1.0 ha and marginal farmers from 0.40 ha or less (BBS, 2004). Households were selected through a systematic random sampling technique, and male heads of household were interviewed. A questionnaire was set in the Bengali (native) language in accordance with the question-setting criteria suggested by Kerlinger (1973). The following data were collected independent variables for the individual (age, sex, education) and family (size and landholding) with dependent variables (awareness, available technology, opportunities and constraints). In contrast, a consumer questionnaire was created based on independent variables for individuals (age, sex, education, social status) with dependent variables (awareness and intention to buy organic rice). Marketing (local and export) opportunities and limitations were also assessed from discussion with farmers and rice businessmen.