This field investigation was conducted in order to determine the factors associated with the continuity of agricultural innovation adoption among rural populace in Sabah, Malaysia. This qualitative study was carried out in the rural areas in Kota Marudu, Sabah, Malaysia. The findings of this study revealed five main factors that were associated with the continuity of agricultural innovation adoption, namely demographic and socio-economic, psychological and cognitive, leadership attribute, communication, provision of inputs and technical assistantship. Based on the findings, it is highly recommended that all parties especially the relevant and appropriate stakeholders would specifically take all these factors into account when they aim to effectively deal with the rural agricultural innovation adoption in Sabah, Malaysia

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