The Impacts of Perceived Innovation Characteristics on Intention to Use Bio-Fertilizers among Farmers: Evidence from Yengijeh Village, Zanjan County

Due to adverse effect of chemical fertilizers overconsumption, bio-fertilizers have been considered as an alternative or supplementary input. However, sustainable consumption of bio-fertilizers is dependent to their adoption by farmers. Accordingly, the main purpose of this study was to examine the impact of bio-fertilizers perceived innovation characteristics on intention to use them in Yengijeh village in Zanjan County. The statistical population consisted of 313 farmers working in this village from which 165 farmers were chosen through convenience sampling. A questionnaire was applied to gather data that its reliability and face validity was examined, respectively by computing Cronbach Alfa and a panel of expert. Binary logistic regression was used to analyze the data. Results revealed that among five bio-fertilizers’ innovation perceived characteristics (compatibility, complexity, trial ability, observability and relative advantage), only observability had positive significant impact on intention to use these fertilizers. It seems that the observability of bio-fertilizers in comparison with other innovation characteristics can be achieved without need for any action to be taken through environmental indicators and informal relationships. Thus, intention to use bio-fertilizers can be predicted by characteristics that easily and without extra effort can be understood.