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    Technology utilisation in Malaysia from broiler production perspective

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    Technology is being utilised to increase agriculture production to sustain the supply of nutritious food to a world population that is expected to increase to 9.7 billion by 2050. However, technology utilisation is at a low level among small and medium broiler producers in Malaysia due to the hefty price tag and the depreciation of the Ringgit Malaysia in recent years. Another concerning factor is the reliance on imported corn and soybeans, which account for 95 per cent of the chicken feed mix. Any uptrend in these agricultural commodities could result in distressing consequences for Malaysian dietary intake and its economic growth because broiler meat is the primary source of protein. The Malaysian government has proposed several strategic plans to ensure that the broiler industry is able to continue as a competitive industry. Among the strategies is to strengthen broiler manufacturing activities by reassuring that modern technology is in line with good farming practices. Regardless of the fact that innovative technologies offer more profit and environmental advantages, the readiness of small and medium broiler producers to utilise technologies requires more in-depth assessments. These issues accentuate the need for sustainable broiler production to ensure continuous productivity and reduce adverse impacts on towards the environment that have long lingered within broiler production. Therefore, this research intends to investigate technology utilisation from broiler perspective and a new approach with the objective of sustaining Malaysian broiler production demands. The lack of understanding of technology utilisation in broiler production emphasises the need for thematic analysis (TA) model development. TA allows this study to systematically identify, organise, and offer insight into the patterns of meaning (themes) across a dataset. Data on broiler production from 12 broiler producers was gained through semi-structured interviews. The research investigated the issues surrounding the successful and unsatisfactory implementation of broiler production solely from Malaysian broiler producers’ perspective and developed a model to explain the reasons for those issues. Thus, the qualitative findings of this research utilise the TAM3 theory by identifying constructs which play crucial roles in technology utilisation in Malaysia from broiler producers’ perspective. This study found that high costs, financial institutions’ negative perceptions, government policies, and a competitive market are elemental factors that affect successful Malaysian broiler production. This study also establishes that integrators (large broiler producers) with their enormous capital and larger sizes will continue to grow, but this scenario raises further concern as to the level of competitiveness and stability of Malaysian broiler industry. It is hoped that with the proposed TAM3 model, it will assist various parties involved in the broiler industry to secure sustainable broiler production in Malaysia
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