Social cultural factors as key determinants of agricultural technology adoption: the case of new rice for Africa (NERICA) adoption in Migori County, Kenya

Agricultural technologies have been identified as one of the key ways to improve smallholder farmers' food security and livelihoods in Sub-Saharan Africa. However, adoption these remains low. Previous studies focused more on agronomic socio-economic aspects influencing agricultural technology adoption. The social cultural dimensions hardly addressed. main objective this study was establish influence social-cultural factors technologies. carried out Migori County. Multistage sampling used by combining purposive simple random sampling. Data were collected from 262 NERICA rice farmers selected using sample; 22 informants purposively interviewed, eight focus group discussions (FGDs) consisting 10 12 people conducted rice-farming villages. Quantitative data analyzed SPSS computer software results presented frequencies percentages. Qualitative transcribed thematic analysis. Findings show a statistically significant association between norms associated with agriculture, indicated p-value 0.001, which is way less than significance level (α=0.05), hence important Key words: Social, culture, adoption, technologies, rice.