B eing the staple food as in various Asian countries (Amrullah, 2018), rice is an essential commodity in Indonesia. While being the third major rice producer globally (Bandumula, 2018), its consumption rate has been ahead of its national yield one (Noviar, 2018). However, propagating rice production is a challenge. The extent of rice fields throughout nation has been constantly declining despite being recognized as an agrarian country (Daris et al., 2018;Harjanti and Hara, 2020). The decreasing number of rice farmers also occurs since younger generations have been more interested in other professions (Anandita and Patria, 2017). The aforementioned cases lead to dwindling rice quantity produced nationwide (Octania, 2021), compelling the government to import a large portion of it to cater the demand (Ariska and Qurniawan, Abstract | The government has been launching agricultural programs by producing rice of certain superior cultivars to achieve rice self-sufficiency and sustainability and bundling them with beneficial policies. However, quite a large number of rice farmers continue to grow local rice variants. This study aims to identify, analyze, and describe farmers' attitude and behavior. A survey was employed for quantitative data gathering and an interview was for the qualitative ones. A total of 52 respondents were of local rice farmers in Sidodadi and Banturejo villages of Ngantang district, Malang Regency, East Java, Indonesia. The result of correlation test showed good cognitive, affective, and conative aspects of the farmers despite low achievement rates in all government programs. Social stratification significantly affected the farmers' response on the programs. The farmers' cognitive, affective, and educational aspects are also significantly influential in their response. Further motives are of internal factors (social) and external ones (official, organizational, private, cultural, and natural).