Adoption of any agricultural innovations is a gradual process
and based on the Rogers’ theory of diffusion of innovations, such
behavior is influenced by many factors including the characteristics
of the adopters as well as that of the innovations, and the social
circumstances surrounding the adopters (Rogers, 1995). The
Logistic Regression model used in this study which analyzed the
variables belonging to the above mentioned three groups of factors
provided very useful insights in the context of adoption of OVF in
Mahasharakam Province in Thailand. In the process of adoption of
OVF by the farmers, six factors were found to have played signifi-
cant roles. Notably, the leading role of women in OVF was the most
significantly influencing factor, indicating a tendency towards
increased adoption of OVF among the farm households where
female members play the key role in such type of farming.
During the discussion with the farmers on this issue, many
farmers mentioned that the women in the study area had developed
interest in growing organic vegetables after becoming aware of the
health concerns specifically on the fact that organic vegetables are
good for one’s health, which they learned after attending several
training programs. However, since most women grow organic
vegetables primarily for household consumption, this could explain
the very small area under organic vegetables in the study area (Table
2). The possible reasons for such behavior are discussed in detail in
the explanation of the role of price in the adoption of OVF.