Social and cultural environment: Social and cultural environment can directly influence the work and activities of agricultural extension organizations, many empirical studies have highlighted the barriers from social and cultural environment during the adoption process of technology. If extension institutions want to work effectively, they must conduct activities at the community level. Extension workers located in the community is very important to the extension work. Positioned properly, they can easily get close to farmers. Farmers have easy access to them, and benefit from the work of extension. Culture and values of rural communities, neighborhood and family also have very important influence on the dissemination of information in the rural community. Power structure and the institution of rural community determine whether large-scale collective action can be successfully organized.