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ABSTRACT
Purpose: To identify and understand factors influencing farmers’ decisions to engage with extension activities. To understand farmer segments and how these factors vary in order to develop recommendations for future extension delivery.
Methodology: Qualitative data was obtained through semi-structured interviews with 30 Tasmanian dairy farmers. The Theory of Planned Behaviour (TPB) framework was used to identify and explore factors influencing farmer engagement intentions and behaviour.
Findings: There was a negative effect of social influence on experienced farmers’ intention to re-engage with extension, due to the belief extension activities were targeted to less experienced, younger farmers. Perceived control factors limiting engagement included lack of confidence about existing knowledge, resulting in farmers perceiving extension activities as confronting.
Practical implications: Key factors influencing intention to engage and continued engagement with extension were identified. These findings will inform future design and targeting of extension activities to improve initial and continued engagement. Subsequent recommendations are presented.
Theoretical implications: Previous TPB studies on adoption as an outcome of extension have typically focused on quantifying adoption predictions, rather than exploring how social factors interact and influence intentions and behaviours. This paper demonstrates how the TPB can be qualitatively applied to better understand farmer decision making, in this instance with respect to their initial and continued engagement with extension.
Originality/value: This paper demonstrates how the TPB can provide an evidence-based framework to qualitatively explore farmer intentions and behaviour. This approach has led to new insights into farmer decision making that will inform improvements in future extension development.
Online via AgEconSearch., Authors evaluated the impact of varietal awareness and nutrition knowledge on their adoption of biofortified crop varieties. Findings suggested that farmers who had knowledge of the nutritional attributes of a specific variety of beans were more likely to adopt them.
Page 53 in Extension Service Circular 544, Review of Extension Research, January through December 1961, U.S. Department of Agriculture, Washington, D.C. Summary of Progress Report 120, Agricultural Experiment Station and Department of Rural Sociology, University of Kentucky, Lexington. 1962. 16 pages.
Kaine, Geoff (author), Hill, Megan (author), and Ashburner, Roger (author)
Format:
Abstract
Publication Date:
2013-08
Published:
Australia
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D02417
Notes:
Page 28 - Abstract of a paper presented at the International Conference of the Australasia Pacific Extension Network (APEN), Lincoln University, Christchurch, New Zealand, August 26-28, 2013. 100 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: C20090
Notes:
11 pages; from Creating a Climate for Change : Extension in Australasia, Australasia-Pacific Extension Network (APEN), National Forum 26-27 October 2000, Melbourne, Australia
