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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.
Syngenta (author) and G&S Business Communications (author)
Format:
Online document
Publication Date:
2017
Published:
United States: Public Relations Society of America
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10303
Notes:
4 pages., Via Silver Anvil Awards., For years, males have dominated our image of agriculture. But in reality, women also hold important and diverse roles in the industry. G&S Business Communications launched a campaign for its client, Syngenta, to address this reality. As part of the campaign, Syngenta US joined the FarmHer movement as the presenting sponsor of the new television series “FarmHer on RFD-TV.” The FarmHer campaign helped nurture a relationship with this emerging group of customers, increase brand affinity among U.S. farmers and develop a stronger community among Syngenta employees to expand its diversity and inclusion initiative.
Million, Angela (author), Bürgow, Grit (author), Steglich, Anja (author), and Raber, Wolf (author)
Format:
Proceedings
Publication Date:
2017
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08823
Notes:
Pages 801-831 in Rob Roggema (ed.), Agriculture in an urbanizing society volume two: proceedings of the sixth AESOP conference on sustainable food planning. United Kingdom: Cambridge Scholars Publishing. Pages 601-1274.
16 pages., via online journal., Critical factors influencing farmers’ use of traditional communication methods (TCMs) in information dissemination were isolated with a factor analytical technique. The results show that most of the farmers were between 31 and 60 years and the majority (63%) employ use of TCMs such as proverbs, hooting, putting leaves on path, and use of palm fronds to deliver information at a moderate level. The features of TCMs, farmers’ personal characteristics, economic proficiency, and influence of social contact were factors influencing use of TCMs. It was concluded that use of TCMs is influenced by their peculiarities in discerning information and the user's personal and socioeconomic characteristics.
