The role of opinion leaders in accelerating agricultural practices: strategies to increase farmers' capacity in organic rice cultivation

Abstract

Organic farming represents an environmentally sustainable and socially beneficial approach to food production that enhances farmers' welfare. Despite its potential, the advancement of organic farming in Indonesia has been relatively slow. One contributing factor to this stagnation is the limited capacity of farmers. Utilising the opinion leader approach presents a potential strategy for addressing this issue. Opinion leaders are individuals who are highly successful in agriculture and possess extensive knowledge of paddy rice cultivation. These leaders hold influence within their communities and have followers, thereby playing a crucial role in accelerating the adoption of agricultural innovations. This study aimed to analyse the role of opinion leaders in enhancing farmer capacity in the development of organic paddy rice cultivation, as well as identifying the factors that impact this role. The research employed a survey methodology using questionnaires as the primary tool for data collection. Interviews were conducted with 150 respondent farmers, supplemented by in-depth interviews and observations. The study was conducted in East Kolaka Regency, encompassing three sub-districts. Data analysis involved descriptive statistical methods along with structural equation modelling (SEM-PLS). Using social learning theory as a framework, the study found that opinion leaders serve as key sources of learning and consultation for farmers in their agricultural activities. The practices employed by these opinion leaders become benchmarks or models that other farmers emulate. The findings demonstrated that the role of opinion leaders significantly impacts the capacity-building of farmers involved in organic rice cultivation. Key factors influencing the effectiveness of opinion leaders include institutional characteristics, the nature of innovations, the availability of demonstration plots, and other supportive factors. Consequently, the engagement of opinion leaders is vital for the successful development of organic wetland rice farming. However, challenges such as insufficient government support need to be addressed to optimise their impact. The collaboration among stakeholders - including agricultural extension workers, government policymakers, and the organic farming community - is essential for enhancing the capacity of farmers in the development of organic paddy rice cultivation.