FACTORS INFLUENCING SMALLHOLDERS MUSHROOM GROWERS’ AWARENESS ON NEW MUSHROOM TECHNOLOGIES

Mushroom cultivation has emerged as a key agricultural sector in Malaysia with significant income potential for smallholder growers, and under the National Agro-Food Policy 2021–2030 (NAP 2.0), mushrooms are designated as a high-value commodity aimed at boosting grower incomes. Despite agricultural-related agencies assisting mushroom growers in the form of agricultural inputs, mushroom growers keep facing challenges. Growers face significant challenges in improving the productivity and quality of fresh mushrooms due to threats of pests and diseases, unpredictable climate conditions, and the use of low-quality mushroom spawns. Increasing awareness of new technologies in mushroom farming is essential to overcome these challenges. Greater awareness plays a crucial role in leading mushroom growers to adopt new technologies. Despite their potential benefits, the adoption of new mushroom technologies remains relatively low. This is primarily due to insufficient exposure to their advantages and applications, along with growers' continued dependence on traditional farming methods. Financial constraints, rising raw material costs, and the challenges associated with maintaining fresh mushrooms with their high metabolic rate hinder adoption. Furthermore, many growers remain risk-averse, further slowing the transition to modern farming practices. The objective of this study is to determine the factors that influence smallholder mushroom growers' awareness on new mushroom technologies. A quantitative study using cluster random sampling involved face-to-face interviews with 140 smallholder mushroom growers across four regions in Peninsular Malaysia. The data were analysed using descriptive analysis, mean ranking analysis and multiple regression analysis. The findings indicated that performance expectancy and effort expectancy had a significant influence on growers' awareness of new mushroom technologies. Since performance expectancy and effort expectancy played a crucial role, training programs for mushroom growers were recommended, including hands-on training and digital tutorials to reduce perceived complexity. Therefore, effective policy interventions and enhanced extension services were essential to bridging the awareness gap.