Sustainable Pepper Farming (SPF) can be considered one of the ways to increase the production of pepper in Sarawak by the government. Less or low of attitude, values, and perception on SPF become the problem and slow down the process of extending the idea to the pepper farmers. Even though, this issue needs more attention, but the number of studies is still inadequate. The issue of decreasing or neglecting the pepper farm when the price fluctuates is not a new thing in this industry. Hence, the main aim of this concept paper is to critically review and identify groups in current literature on extension agents’ value, attitude, and perception of the farmers towards sustainable farming, explore the role around them and come out with recommendation for future research. This study will apply a quantitative approach through the questionnaire form for purpose of data collection. A total of 400 respondents from nine branches in Sarawak (Kuching, Serian, Sri Aman, Betong, Sarikei, Bintangor, Sibu, Miri and Bintulu) will be choosing as respondents for this research. Descriptive statistic and multiple regression method via Statistical Package for Social Science (SPSS) version 26 will be using for analysis the data. The findings of this study will be a reference in formulating the new extension strategy or competency to enhance the sustainability of the commodity through Malaysian Pepper Board and Sarawak Agriculture Department. New formulation needed to enhance the extension and to make sure that the farmers will never have abandoned their pepper farm when the price fluctuates. These findings would be helpful in developing an appropriate approach in the technology transfer and farmers training. Future studies are suggested to include more indicators like training to keep the farming sustainability in Sarawak.
Abdulla, I., Arshad, F. M., Tasrif, M., Bach, N. L., & Mohammadi, S. (2015). A systems approach to study the Malaysian pepper industry. American Journal of Applied Sciences, 12(7), 487.
Adnan, N., Nordin, S. M., & bin Abu Bakar, Z. (2017). Understanding and facilitating sustainable agricultural practice: A comprehensive analysis of adoption behaviour among Malaysian paddy farmers. Land Use Policy, 68, 372–382.
Adnan, N., Nordin, S. M., Bahruddin, M. A., & Tareq, A. H. (2019). A state-of-the-art review on facilitating sustainable agriculture through green fertilizer technology adoption: Assessing farmers’ behavior. Trends in Food Science & Technology, 86, 439–452.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Process, 50(2), 179–211.
Allahyari, M. S. (2009). Agricultural sustainability: Implications for extension systems. African Journal of Agricultural Research, 4(9), 781–786.
Anon. (2020). Agricommodity Pocket stats Q2/2020, source: Ministry of Plantation Industries and Commodities ISSN 2735-024X.
Anandajayasekeram, P. (2008). Concepts and practices in agricultural extension in developing countries: A source book. ILRI (aka ILCA and ILRAD).
Asnawi, R., & Arief, R. W. (2017). PENGARUH PENGELOLAAN FAKTOR INTERNAL USAHATANI TERHADAP PRODUKTIVITAS LADA DI PROVINSI LAMPUNG/The Effect of Internal Farming Management Factors on The Pepper Productivity in Lampung Province. Jurnal Penelitian Tanaman Industri, 23(1), 1-10.
Azman, A., D’Silva, J. L., Samah, B. A., Man, N., & Shaffril, H. A. M. (2013). Relationship between, Attitude, Knowledge, and Support towards the Acceptance of Sustainable Agriculture among Contract Farmers in Malaysia. Asian Social Science, 9, (2).
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215.
Bagheri, A. (2010). Potato farmers’ perceptions of sustainable agriculture: the case of Ardabil province of Iran. Procedia-Social and Behavioral Sciences, 5, 1977–1981.
Bhattacherjee, A. (2000). Acceptance of e-commerce services: the case of electronic brokerages. IEEE transaction on system, man and cybernetics. Part A: System and Human, 30(40), 411– 420.
Chen, W., Cao, C., Fang, X., & Kang, Z. (2019). Expanding the theory of planned behaviour to reveal urban residents’ pro-environment travel behaviour. Atmosphere, 10(8), 467.
Chizari, M., Baygi, A. H. A., & Breazeale, D. (2006). Analysis of the training needs of multifunctional extension agents associated with sustainability. Journal of International Agricultural and Extension Education, 13(1), 51–58.
Dibra, M. (2015). Rogers theory on diffusion of innovation-the most appropriate theoretical model in the study of factors influencing the integration of sustainability in tourism businesses. Procedia-Social and Behavioral Sciences, 195, 1453–1462.
Entebang, H., Wong, S. K., & Mercer, Z. J. A. (2020). Development and Performance of the Pepper Industry in Malaysia: A Critical Review. International Journal of Business and Society, 21(3), 1402-1423.
Evizal, R., & Prasmatiwi, F. E. (2021). Farmers’ perception to climate change and adaptation to sustain black pepper production in North Lampung, Indonesia. IOP Conference Series: Earth and Environmental Science (Vol. 739, No. 1, p. 012019). IOP Publishing.
Evizal, R. (2000). Pola budidaya lada sistem panjatan hidup di Propinsi Lampung. Jurnal Agrotropika, 5(2), 14-19.
Farinde, A. J., & Atteh, A. P. (2009). Tending toward Extension Privatization in Nigeria: An Assessment of Arable Crop Farmers' Willingness to Pay for Extension Services in Niger State of Nigeria. Journal of Agricultural & Food Information, 10(1), 63-75.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Fishbein, M., & Ajzen, I. (2010) Predicting and Changing Behavior: The Reasoned Action Approach. New York, NY: Psychology Press.
Hayran, S., Gul, A., Saridas, M. A., & Donwload, P. (2018). Farmers’ sustainable agriculture perception in Turkey: The case of Mersin province. New Medit, 3, 69–78.
Herath, C. S. 2010. Motivation as a potential variable to explain farmer’s behavioral change in agricultural technology adoption decisions. Ekonomika A Management, 3, 62–71.
Iqbal, M. Z., Malik, S. A., & Khan, R. A. (2012). Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives: Comparative perspectives of trainers and trainees. International Journal of Pharmaceutical and Healthcare Marketing, 6(1), 71–96.
Kaminski, J. (2011). Diffusion of innovation theory. Canadian Journal of Nursing Informatics, 6(2), 1–6.
Karbasioun, M. (2007). Towards a Competency Profile for the Role of Instruction of Agricultural Extension. Professionals in Esfahan. PhD-thesis, Social Science Group, Chair group of Education and Competence Studies, Wageningen University and Research Centre, The Netherlands.
Khoram, M. R., Shariat, M., Azar, A., Moharamnejad, N., & Mahjub, H. (2006). Survey on knowledge, attitude and practice on sustainable agriculture among rural farmers in Hamadan Province, Iran. Sarhad Journal of Agriculture, 22(4), 701–706.
Listiana, I., Efendi, I., & Rahmat, A. (2019, February). The behavior of extension agents in utilizing information and technology to improve the performance of extension agents in Lampung Province. In Journal of Physics: Conference Series (Vol. 1155, No. 1, p. 012004). IOP Publishing.
Mathieson, K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information System Research, 2(3), 173–191.
Minarovic, R. E., & Mueller, J. P. (2000). North Carolina Cooperative Extension Service professionals’ attitudes toward sustainable agriculture. Journal of extension, 38(1), 2–11.
Muhammad, A. L. I., Man, N., Abd Latif, I., Muharam, F. M., & Omar, S. Z. (2018). The use of information and communication technologies in agricultural risk management by the agricultural extension services in Malaysia. International Journal of Agriculture Environment and Food Sciences, 2(1), 29-35.
Neda, T., Azimi, H., Bahaman, A. S., & Jegak, U. (2013a). Attitudes of Malaysian extension workers towards Sustainable Agricultural Practices. American Journal of Environmental Sciences, 9(1), 33-37.
Neda, T., Azimi, H., Bahaman, A. S., & Jegak, U. (2013b). Knowledge and perceptions of extension workers on Sustainable Agricultural Practices. American Journal of Environmental Sciences, 9(1), 45-50.
Oladele, O. I. (2012). Knowledge levels and perceived effect of ecosystem services and valuation on extension delivery in North West Province, South Africa. Journal of International Agricultural and Extension Education, 19(1), 42–53.
Olorunfemi, O. D., & Oladele, O. I. (2018). Knowledge of Extension Agents Regarding Professionalization of Extension Services: Evidence from South West Nigeria. Journal of International Agricultural and Extension Education, 25(3), 33–50.
Qamar, M. K. (2013). Major institutions providing extension/advisory Services-Public Institutions: Cameroon. GFRAS. Online resource: http://www. g-fras. org/en/world-wide-extension-study/africa/central-africa/cameroon. html.
Rahim, M. S. (2008). Kompetensi dan amalan pendidikan pengembangan (concept and practice of extension education). Buletin Pengembangan (Extension Bulletin), Bil, 1.
Rajan, V. K., & RanjithKumar, D. S. (2018). Sustainable Strategies of Small Scale Pepper Processing Industries–A Case Study in Wayanad, Kerala. International Journal of Mechanical Engineering and Technology, 9(1).
Rivera, W. M., & Qamar, M. K. (2003). Agricultural Extension, Rural Development, and the Food Security Challenge. Extension, Education and Communication Service, Research, Extension, and Training Division. Sustainable Development Department, Food and Agriculture Organization of the United Nations, Rome. `
Rogers, E. M. (2004). A prospective and retrospective look at the diffusion model. Journal of health communication, 9(S1), 13–19.
Roger, E. M. (2003), Diffusion of Innovations, Fifth edition, New York: Free Press
Rogers, E. M. (1995). Diffusion of innovations. New York, NY: Free Press
Rosli, A., Radam, A., & Rahim, K. A. (2013). Technical efficiency of pepper farms in Sarawak, Malaysia: An application of data envelopment analysis. International Journal of Business and Social Science, 4(7).
Rosli, A., Radam, A., Rahim, K. A., & Abdullah, A. M. (2020). Technical Efficiency among Pepper Farmers in Sarawak, Malaysia: A Stochastic Frontier Analysis. Asian Journal of Agriculture and rural Development, 10(3), 729–739.
Shafinah, K., Sahari, N., Sulaiman, R., Alan, R., & Zakry, F. A. A. (2017). Kebolehcapaian nasihat bagi pengurusan penyakit tanaman oleh pekebun kecil lada hitam, Sarawak: Tinjauan awal (Critical extension services and the plight of Sarawak’s black pepper farmers: A preliminary survey). Geografia-Malaysian Journal of Society and Space, 9(2), 17 - 26.
Shah, J. A., Asmuni, A., & Ismail, A. (2013). Roles of extension agents towards agricultural practice in Malaysia. International Journal on Advanced Science, Engineering and Information Technology, 3(1), 59-63.
Sharifuddin, J., Mohammed, Z., & Terano, R. (2018). Paddy farmer’s perception and factors influencing attitude and intention on adoption of organic rice farming. International Food Research Journal, 25 (Suppl 2), 134-145.
Scheer, S. D., Cochran, G. R., Harder, A., & Place, N. T. (2011). Competency Modeling in Extension Education: Integrating an Academic Extension Education Model with an Extension Human Resource Management Model. Journal of Agricultural Education, 52(3), 64–74.
Sok, J., Borges, J. R., Schmidt, P., & Ajzen, I. (2020). Farmer behaviour as reasoned action: a critical review of research with the theory of planned behaviour. Journal of Agricultural Economics.
Tiraieyari, N., Hamzah, A., Samah, B. A., & Uli, J. (2013c). The importance of the philosophy, attitude, perception, and knowledge of extension workers in transferring sustainable agricultural practices to Malaysian farmers. Asian Social Science, 9(15), 289.
Tiraieyari, N., Hamzah, A., & Samah, B. A. (2014). Extension agents and sustainable cocoa farming: A case study of extension agents in Sabah state, Malaysia. Modern Applied Science, 8(6), 210
Toews, D. (2003) The New Tarde: Sociology after the End of the Social Theory Culture & Society 20 (5), 81-98.
Unit, E. P. (2010). 10th Malaysia Plan 2011-2015. Putrajaya (Malaysia): Economic Planning Unit, Prime Minister’s Department.
Umar, S., Man, N., Nawi, N. M., Latif, I. A., & Samah, B. A. (2017). Core competency requirements among extension workers in peninsular Malaysia: Use of Borich’s needs assessment model. Evaluation and program planning, 62, 9–14.
Van Thanh, N., Sukprasert, P., & Yapwattanaphun, C. (2015). Farmers' Sustainable Agriculture Perception in the Vietnam Uplands: The Case of Banana Farmers in Quang Tri Province. Research Journal of Applied Sciences, Engineering and Technology, 10(8), 960-967.
Wahyudi, A., & Wulandari, S. (2019). Inovasi Teknologi Dan Inovasi Kelembagaan Mendukung Keberlanjutan Usahatani Lada Di Kalimantan Timur/Technology and Institution Innovation Supporting the Sustainability of Pepper Farming System in East Kalimantan. Jurnal Penelitian Tanaman Industri, 25(2), 108-124.
Wong, S. K. (2008). Challenges Facing Pepper Industry in Malaysia in The 21st Century. Faculty of Social Sciences. University Malaysia Sarawak. https://ir.unimas.my/id/eprint/2063/
Wubeneh, N. G., & Sanders, J. (2006). Farm-level adoption of sorghum technologies in Tigray, Ethiopia.
In-Text Citation: (Tan, Alan, Jusoh, & Latip, 2021)
To Cite this Article: Tan, A., Alan, R., Jusoh, N. H. M., & Latip, M. (2021). Knowledge, Attitude, and Perception of The Farmers Pepper Farming Toward Sustainability. International Journal of Academic Research in Business and Social Sciences, 11(17), 246–258.
Copyright: © 2021 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
