Farmer’s behavior in selecting rice seeds using the theory of reasoned action approach

The attitude of farmers as the main actors of agriculture is an important factor in determining the decision to use certified seeds. Farmers' behavior in making decisions is also a consideration of the amount of demand for rice seed products on the market. Thus, it is important for producers to understand precisely the needs of farmers, so that both farmers and producers do not experience losses. The purpose of this study is to measure the behavior of farmers in the selection of certified rice seeds and analyze the preference groups that influence farmers' intentions in the selection of seeds used. Research data was collected using purposive sampling with a total sample of 52 farmers. Data measurement uses the Theory of Reasoned Action model approach, where behavioral are measured from attitudes and subjective norms. The results showed that farmers' behavior to choose certified rice seeds was more influenced by farmers' attitudes with attributes of certified rice seeds that were rated highly agreed by farmers, namely productivity and rice texture. While the preference group that is a factor in the selection of certified rice seeds used with a strongly agreed category is family and friends. In addition to considering in terms of seed attributes, producers should be able to provide the types of seeds that are much needed by farmers and maximize promotion through approaches with farmer groups in Burneh District.