Getting a new idea adopted, even if it has obvious advantages, is difficult.  It is a common experience that the adoption of an apparently useful agricultural technology is slower than predicted, or desired, by extension agents.

In the proposed study the researcher considers hybrid rice as an innovation because of the realization of and recognition by the scientists as an alternative option to increase rice production. Unfortunately the adoption of hybrid rice is still considerably low only about 8% in Bangladesh, even though it can augment the production status of rice to meet the upcoming food security challenges.

Given the huge potential of hybrid rice in alleviating poverty and achieving food security, the government of Bangladesh, through research and extension, has been continuously and increasingly working to intensify and extend its cultivation.  What is the farmers’ response to this innovation? In an effort to learn about the decision-making process of farmers­ – who reject, adopt, or adopt and discontinue hybrid rice in their farm, the researcher has undertaken an investigation on “Diffusion and Adoption of Hybrid rice in Bangladesh”.

The specific objectives guiding the proposed study are to:

• Study the socioeconomic background that influences the rate of adoption of hybrid rice
• Map out the processes of diffusion of the hybrid rice over time (what are the key linkages and interrelationships among the stakeholders in the diffusion of hybrid rice)
• Assess the extent of adoption of hybrid rice
• Identify the technological attributes of hybrid rice as compared to HYVs
• Measure the growers satisfaction on consuming hybrid rice
• Explore the underlying reasons for non-adoption, discontinuance and continued adoption of hybrid rice
• Develop a model of adoption-diffusion that would be useful for the agricultural extension organizations in Bangladesh, in particular, the Department of Agricultural Extension (DAE).