Facts behind the myth of conservative rurality: major determinants of rural farmers’ innovation adoption decisions for sustainable agriculture

Even though development is about change, conservative rurality associated with the refusal of rural societies to submit to technological, livelihood and socio-cultural changes has not received adequate focus in development studies and practice. Using the case of selected rural communities in Ghana and their response to the mass cocoa spraying intervention of government, the paper discusses the determining factors that influence innovation adoption decisions of rural farmers. The study followed mixed methodology with the application of Relative Importance Index to establish the order of importance of major factors that influence farmers’ innovation adoption decisions in the study area. We argue that, innovation adoption decisions of rural societies are rooted in their awareness, cost and benefit factors and applicability of introduced technology rather than the myth of adherence to socio-cultural heritage.