ANALYZING THE CURRENT STATUS OF TECHNOLOGY DIFFUSION IN LIVESTOCK SECTOR OF PAKISTAN AND DEVELOPING A FRAMEWORK TO ACCELERATE THIS PROCESS

Abstract

Diffusion of technology in livestock sector of Pakistan is seen as a vital source for alleviating poverty and to improve the economy of the country. When compared with developed countries it becomes clear that the livestock sector of Pakistan suffers from low productivity. The main reason behind low productivity of this sector is the lack of technology acceptance among farmers. The dissemination of information regarding new innovations and technologies in livestock sector is carried out through agriculture extension models. Many different agriculture extension models have been developed and tested throughout the history of Pakistan to increase the rate of technology diffusion, but unfortunately all of these models have met with limited success. Technology or innovation diffusion is a complicated process. Many times seemingly beneficial technologies and innovations fail to get large scale acceptance or are accepted at a very slow rate. The process of technology diffusion consists of three basic elements i.e. technology or innovation, communication channel and social system. To accelerate this process it is essential to understand the attributes of both technology and social system and then to built an effective communication channel. This study attempts to identify important factors and attributes that play a vital role in farmer’s decision to adopt or reject a new technology. Through this study an attempt has also been made to determine the effectiveness and reliability of current extension services (communication channel) in livestock sector of Pakistan. Data analysis carried out in different livestock farms shows that both public and private sector have failed to increase awareness about new technologies and innovations among farmers. The analysis also reveals the important role played by technology diffusion attributes such as perceived usefulness, cost, personal innovativeness and social pressure in adoption or rejection of a technology. On the basis of these findings a framework has been established to accelerate the process of technology diffusion in livestock sector of Pakistan.