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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.
Narvaez, Enrique Sanchez (author / Inter-American Institute of Agricultural Sciences of the O.A.S.) and Herrera, Guillermo Combariza (author / Inter-American Institute of Agricultural Sciences of the O.A.S.)
Format:
Booklet
Publication Date:
1958-04
Published:
Costa Rica
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 176 Document Number: C30362
O'Keefe, Garrett (author), Anderson, Susan (author), Novak, Peter (author), Trumbo, Craig (author), Rursch, Julie (author), McCallister, Robert (author), and Jackson-Smith, Douglas (author)
Format:
Project report
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D09866
Pocinki, Karen McCrory (author / Head, Health Education and Communications Cluster, Public Information Office, National Institute on Aging, National Institutes of Health, Bethesda, MD)
Format:
Journal article
Publication Date:
1991
Published:
USA: Binghamton, N.Y. : Haworth Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 92 Document Number: C06771
AGRICOLA FNI 92002180, Most of the materials produced by the Public Information Office of the National Institute on Aging (NIA) are written for an older audience. However, the NIA and other groups that deal specifically with aging issues are not the only organizations that address the health information needs of older adults. Whether they realize it or not, most medical writers today communicate primarily with an audience of older people. A vital component of NIA'S mandate (Research on Aging Act, 1974) is to carry out public information and education programs to assist all Americans -- and especially older people -- in dealing with problems and understanding the processes associated with aging. To do this job effectively, NIA's medical writing staff must know as much as possible about the Institute's older constituents. Moreover, it is becoming equally important for everyone in health communication to understand the diverse groups of older adults, which account for a growing segment of the health information audience. (original)
