Determining the Willingness to Adopt Sustainable Rice Supply Chain Approach in Sri Lanka
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Date
2020
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
Rice is the major staple diet of people in Sri Lanka and is the single most important crop
occupying in Sri Lanka. Although it represented a major supply chain in the country there
are many issues regarding the durability of the rice supply chain. Achieving sustainability
supply chain practices is the best way to address those issues. For that, it is important to
consider the willingness of each member in the supply chain. The main purpose of this
study is to determine the willingness to adopt the sustainable rice supply chain approach
in Sri Lanka. To accomplish the objective, a structured questionnaire was constructed and
direct interviews were conducted with 100 farmers and 37 rice mills in Pollonaruwa and
Hambanthota districts. For data analysis ordered logistic regression model was used and
the marginal effects were calculated. The regression results revealed that the potential,
subjective norms, perceived behavioural control, and technology acceptance have a
significant relationship with the sustainability approach for the farmers’ practices. The
regression-based on rice mills revealed that attitudes and perceived behavioural control
are the most influencing factors that affect the willingness to adopt a sustainability
approach.
Keywords: Sustainability, Willingness, Rice Supply Chain
Description
Keywords
Agriculture, Sustainability, Agriculture Technology