Although the organic farming has a good prospect in future, the rate of its adoption is still slow. Based on literature studies reveal that perception toward innovation characteristics has a significant contribution toward adoption. The main objective of current study is to examine the farmer’s perception namely perceived of usefulness (PU), perceived risk (PR), environmental awareness (EN), and also attitude (AT) and their effect on the behavioral intention. This study involves 600 rice farmers as respondents in Sragen District, Central Java. The respondent is grouped into two categories namely semi organic and conventional farmer and the data were obtained through a structured questionnaire. The results show that in case of semi organic farmer, all of variables have positive effect on intention exceptional for PR. Each of variables is significant at 0.01 levels but for EN is not significant. The coefficient determination (R2=0.485) implies that 48.5% of the variance in intention is explained by the variation of four variables. Meanwhile, in term of conventional farmers indicate the similar result in sign of direction. But, all of variables are significant at 0.01 level with R2=0.596. The overall test (F-test) exhibits that set of independent variables jointly significant toward behavioral intention at 0.01 levels. As conclusion, it is obviously that the perceptions and attitude have significant effect toward intention. Therefore, the effort should be undertaken to raise a positive farmer’s perception. Farmer also needs a support from several parties to encourage them for engaging in organic farming practice.