Factors Explaining Post Harvest Practices Adoption among Fruit Farmers in Johor

Abstract

Nowadays, postharvest practices play an important role in the development of fruit production. Thus, this research investigates the relationship between effort expectations, performance expectations, social influence, facilitating conditions, and attitudes towards postharvest practices adoption among fruit farmers in Johor. The Unified Theory of Acceptance and Use of Technology (UTAUT) and Theory of Planned Behaviour (TPB) were utilized to explain the purpose of this study. This study has employed a cross-sectional study with a survey method via self-administered questionnaire. A total of 150 fruit farmers in Johor were chosen by a simple random sampling technique. The data collected were analysed by using descriptive analysis and Spearman's correlation. The analysis indicated that there was a positive significant relationship between performance expectations, effort expectancy, social influence, facilitating conditions, and attitude towards postharvest practices adoption among fruit farmers in Johor. This study will be significant for farmers in order to help them increase the yield by reducing the postharvest losses and for other researchers to understand the level of postharvest technology acceptance.