Perceived importance and performance of System of Rice Intensification (SRI) Between adopters and Dis-adopters: Insights from Indonesia

System of Rice Intensification (SRI) is an innovative approach to increase rice production. This study examines the perceived importance and performance of six system of rice intensification (SRI) attributes by adopters and dis-adopters in Indonesia. The six attributes identified were ‘profit', ‘risk' ‘effort', ‘compatibility', ‘assurance', and ‘simplicity'. The importance-performance analysis revealed that ‘profit' was the primary attribute. It was followed by ‘risk' and ‘effort'. However, their below average performance caused them to fall into the ‘concentrate here' quadrant. These major weaknesses require immediate attention for an improvement in the uptake of SRI to occur. Given that local rice systems are competitive, SRI is more likely to be adopted and continued in use when it clearly demonstrates a degree of profitability that sufficiently outweighs its costs, associated risks and efforts, and opportunity costs. Market-based (i.e. access to high value market/returns) solutions are more sustainable (than government incentives) and therefore recommended. This study has made an important contribution to previous understanding of innovation diffusion by demonstrating the importance and performance of SRI attributes as perceived by Indonesian adopters and dis-adopters.