Attitudes of farmers towards durian innovation were measured by the farmers’ opinions on two aspects; first a requirement to practice durian innovation (A1) and second, the affordability of applying durian innovation (A2). The opinion level
was applied at three levels of internal consistency based on the seven levels of the Osgood scale (Osgood, Tannenbaum, & Suci, 1957).. The interpretation of mean scores for each main item was as follows: