Factors Affecting Farmers' Acceptance of Highland Paddy Rice Variety Planting in Chiang Mai Province

The cultivation of rice in Thailand is not only a significant economic activity but also a cultural practice among highland ethnic farmers who grow it for consumption within their communities. However, low yields have led to a shortage of rice among some ethnic groups. To address this challenge, researchers affiliated with Chiang Mai University's Faculty of Agriculture have created an enhanced highland paddy rice variety, boasting a distinctive flavor, with the aim of motivating farmers in Chiang Mai Province's highland regions to adopt its cultivation practices. This study aimed to investigate the level of acceptance and factors affecting the acceptance of this improved rice variety among highland farmers in Chiang Mai Province. The study collected data from 398 farmers using Taro Yamane’s formula and analyzed it using basic statistics such as percentages, standard deviation, Likert scale, and logistic regression analysis. The study found that farmers generally accepted the highland paddy rice varieties planted at a moderate level, with most of them having a moderate level of acceptance. Factors such as age, education level, and experience in rice cultivation were found to have a significant impact on farmers’ acceptance levels. Farmers who are younger (between 20-49 years old) have higher levels of education and have some experience in rice cultivation were more likely to accept the improved rice variety than other groups. The study indicates that the strategic selection of these farmers and providing them with sustainable production training could encourage the cultivation of highland paddy rice in the coming years.