ROLE OF OPINION LEADERSHIP IN DIFFUSION OF AGRICULTURAL INNOVATION

Abstract

The purpose of the study was to determine and describe the role of opinion leadership in diffusion of agricultural innovation. The study was conducted in the Alamdanga upazila under Chuadanga district. Among the unions of Alamdanga upazila Kalidaspur union has been selected purposively as the study area. An update list of 556 farmers of Kalidashpur union was prepared with the help of Upazila Agriculture Office of Alamdanga upazila. Among them 55 farmers as one tenth (1/10) of the farmers were randomly selected to explore the opinion leader. Each farmer was asked to mention 3 names from whom they seek advice and suggestions for their family affairs, agricultural matters, marketing and other social matters. Thus 165 names of opinion leaders were found. After cross checking and deducted the duplicate name a list was prepared with 138 local leaders and communicate with them for interviewing and bring into being available 115. The independent variables were: age, level of education, family size, annual income, extent of advice on adoption of agricultural innovation, innovativeness, organizational participation, agricultural knowledge, motivational activities and diffusion network. The dependent variable of this study was the role of opinion leadership in diffusion of agricultural innovation. Among the respondents, the highest 54.80 percent respondent opinion leaders belongs to the group of lowest role in diffusion of agricultural innovation followed by 34.80 percent in moderate role group and the lowest percentage 10.40 percent in highest group in diffusion of agricultural innovation. Level of education, extent of advice on adoption of agricultural innovation, innovativeness, organization participation, agricultural knowledge, motivational activities and diffusion network had significant positive relationships with role of opinion leadership in diffusion of agricultural innovation. Annual income had non significant positive relationships with role of opinion leadership in diffusion of agricultural innovation. On the other hand, age and family size had non significant negative relationship with role of opinion leadership in diffusion of agricultural innovation. As per Role Playing Index (RPI) obtain agricultural information from extension agent positioned the 1 st and serve as center of inter personal communication network in positioned 10 th as per different aspects of role of opinion leadership in diffusion of agricultural innovation.