The effect of subjective norm on farmer behaviour in utilizing rice straw as feed in Barru district

Farmer behaviour is influenced by their social environment. The research objective was to determine the effect of subjective norms on farmer behaviour in using rice straw as feed. The research was conducted from January to March 2020 in Tompo Village, Barru Sub District, Barru District, which is one of the centers for developing Balinese cattle. The survey was conducted with farmers who used rice straw as feed by trained enumerators. The total population was 275 people and the number of respondents was 73 respondents which were determined by the simple random sampling method. Data analysis used the F test and t test using multiple linear regression models with the dependent variable of farmer behaviour in utilizing rice straw with criteria namely behaviour in hay storage, behaviour in processing and the technique of using straw as feed. The independent variables consist of extension agents influences (X1), family influences (X2), group influences (X3) and neighbour influences (X4). The results showed farmer dominantly stored their straw in a non-permanent warehouse. The technique of giving it to livestock was mixing salt and used it in the dry season. Factors that influence farmer behaviour in utilizing rice straw as feed are family (P<0.01) and neighbour influence (P<0.05). The family plays an important role in providing labour to collect hay, and neighbours become a model for other farmers to use rice straw as feed. Extension workers and groups are not a role model for breeders to adopt the technology of utilizing rice straw as feed in Barru district.