Abstract
Today the existence of the agricultural cooperatives’ advisory service(CAS)is a controversial issue in the reformation of agricultural cooperatives. In this paper the roles of the CAS and a farmers’ study group for adoption of innovative technologies are discussed considering the case of direct seeding rice farming(DSRF)in one region. The diffusion process of DSRF was analyzed using the "Innovation decision process model"(E.M. Rogers). As a result, it became clear that progressive farmers play a role not only as "Clients" but also as "Change Agents". The CAS should utilize progressive farmers’ activities and diverse ideas to improve its functioning.
