Leveraging persuasive technology to increase awareness of sustainable agriculture

Safaie Mangir, . and Zulkifli Mohamed Udin, . and Zakirah Othman, . (2015) Leveraging persuasive technology to increase awareness of sustainable agriculture. In: SEA Regional Conference on SRI 2015: Innovating Shared Value, 25-28 May 2015, Alor Setar Kedah.

Social barriers to sustainable agriculture adoption include knowledge and training. There is limited and unstructured effort to elevate farmers’ perceptions toward sustainable agriculture and wide information disparity occurs between research and practice as critical information is not disseminated in timely fashion. A moderate level of e-learning knowledge language barrier and overall scepticism such as doubts negative attitude insufficient knowledge and confusion have brought significant constraint to farmers to comprehend and it can be the barrier for active involvement of the farmers in sustainable agriculture. Objective: The purpose of this study is to evaluate an awareness behavior framework utilizing persuasive technology and supported by underlying behavioral model to raise the level of sustainable awareness among the target stakeholders. Approach: The study will adopt action research methodology and the framework will employ the integration of persuasive technology and behavior model as the underpinnings for information context and requirements. Results: An awareness behavior framework will be designed to facilitate awareness behavior toward sustainable agriculture among the stakeholders. A corresponding prototype will be developed to validate the framework. Future plan: The awareness behavior framework can be further tested by domain experts in other sectors to address awareness and promotion in other capacity such as environment protection and recycling.

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Abstract

Social barriers to sustainable agriculture adoption include knowledge and training. There is limited and unstructured effort to elevate farmers’ perceptions toward sustainable agriculture and wide information disparity occurs between research and practice as critical information is not disseminated in timely fashion. A moderate level of e-learning knowledge language barrier and overall scepticism such as doubts negative attitude insufficient knowledge and confusion have brought significant constraint to farmers to comprehend and it can be the barrier for active involvement of the farmers in sustainable agriculture. Objective: The purpose of this study is to evaluate an awareness behavior framework utilizing persuasive technology and supported by underlying behavioral model to raise the level of sustainable awareness among the target stakeholders. Approach: The study will adopt action research methodology and the framework will employ the integration of persuasive technology and behavior model as the underpinnings for information context and requirements. Results: An awareness behavior framework will be designed to facilitate awareness behavior toward sustainable agriculture among the stakeholders. A corresponding prototype will be developed to validate the framework. Future plan: The awareness behavior framework can be further tested by domain experts in other sectors to address awareness and promotion in other capacity such as environment protection and recycling.

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Item Type:	Conference or Workshop Item (Paper)
AGROVOC Term:	Sustainable agriculture
AGROVOC Term:	Intensification
AGROVOC Term:	Agricultural development
AGROVOC Term:	Local knowledge
AGROVOC Term:	Farmers
AGROVOC Term:	Social behaviour
AGROVOC Term:	Application of technology
AGROVOC Term:	Information and communication technologies (ICTs)
AGROVOC Term:	Environment
AGROVOC Term:	Economics
Geographical Term:	MALAYSIA
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:52
URI:	http://webagris.upm.edu.my/id/eprint/7725

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