25 pages, n many countries farmers face pressure to adopt practices to promote sustainability and resilience while ensuring efficient business management to produce food and other agricultural products at reasonable cost. Given a policy context in which voluntary action is preferred over government regulation, understanding farmers’ motivation to embrace recommended practices has become a major subject for research. Increasingly, this endeavour is guided by the theory of planned behaviour, a reasoned action approach (Fishbein and Ajzen, 2010). We provide a brief overview of the theory of planned behaviour and an elaboration of good practices in the assessment of the theory’s constructs. We systematically review 124 applications of the theory to farmer behaviour on a number of specific review criteria. Based on observations of improper use, we consider theoretical and methodological issues and provide recommendations for research design and data analysis.
12 pages, According to the World Health Organization a diet high in vegetables may reduce the risk of coronary heart diseases, stroke, and certain types of cancer. In addition, vegetables have lower carbon footprints than most other foods. The main objective in this paper is to find drivers behind vegetable consumption, with emphasis on health and environmental motivation. We used the theory of planned behavior together with direct acyclic graphs as a theoretical basis. The empirical analysis applied the graded response model and bounded beta regression with survey data from 2019. The main results show that health attitude is a stronger motivator for vegetable consumption than environmental attitudes.
Rogers-Randolph, Tiffany (author), Lundy, Lisa K. (author), Telg, Ricky W. (author), Rumble, Joy N. (author), Myers, Brian (author), and Lindsey, Angela B. (author)
Format:
Journal article
Publication Date:
2021
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12249
19 pages, The demand for agriculture, food, and natural resource (AFNR) messages to be conveyed via channels of social media provides a natural inclination to seek out digital natives, such as state FFA officers, to fill the present gap of agriculturalists in online environments. The purpose of this study was to examine the factors that influence state FFA officers' behaviors of communicating about AFNR issues on social networking sites. The theoretical framework that guided this study of communication behaviors was the theory of planned behavior. A census of the accessible population of 276 state officers was attempted, and 97 usable responses were received (35.1%). The findings reinforced the use of the theory of planned behavior to understand, predict, and change AFNR social media behaviors. The significance of subjective norms suggested that online AFNR communication is mainly under subjective control for state FFA officers. To increase online engagement of state FFA officers, it is recommended that behavioral change efforts target normative beliefs and that clear behavioral expectations are expressed. Further research is recommended to determine if the significance of subjective norms as a predictor of intent is unique to technological and social media behaviors or applicable to a broader context. Additional research with other populations of young agriculturalists is also recommended.
16 pages, via online journal, Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.
10 pages., via online journal, Research into farmers’ attitudes and motivations in the past has tended to be subjective and theoretically rather imprecise. This paper presents findings from research based on the structured social-psychology model, the Theory of Planned Behaviour, into farmers’ conservation-related behaviour. Responses from a survey of 100 Bedfordshire farmers were analysed to identify the underlying determinants of behaviour and to comprehend farmers’ attitudes. Farmers with greater environmental awareness, members of the Farming and Wildlife Advisory Group, are more influenced by conservation-related concerns and less by farm management concerns than other farmers. They appear also to be more influenced by farming and conservation referent groups, grants and conservation advice.
17 pages, via online journal, Translator disclaimer
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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.
Mike, Moses R. (author), Rampold, Shelli D. (author), Telg, Ricky W. (author), Lindsey, Angela B. (author), and Association for Communication Excellence (ACE)
University of Florida
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: New Prairie Press
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 131 Document Number: D11303
15 pages., via online journal, Crisis communication plays a significant role for the different audiences for which it is designed. Hurricanes and other disasters have resulted in major economic damage and disruption of social norms for extended periods of time in communities across the globe. In such circumstances, the Cooperative Extension Service is often called to take an active role in preparation, response, and recovery. As part of the local emergency management team, local Extension offices are positioned to provide a research base, relevant information, and faculty. As such, citizens often look to Extension faculty members for emergency resources and expertise. However, standard communication methods can be significantly affected in disaster situations. Further, difficulty to fully anticipate such effects can limit Extension’s ability to communicate with targeted audiences and deliver important information. This descriptive study was conducted to examine Florida Extension offices’ and Extension faculty members’ communication efforts and effectiveness during the 2017 hurricane season. The primary methods used by respondents to communicate with subject matter clientele were email, face to face, and phone; the primary method used to communicate with the public was the internet/web. Respondents felt clientele and the public were only moderately aware of Extension’s efforts during the hurricane season. Future research is needed to investigate Extension faculty members’ choice of communication channels, as well as the ability of these channels to convey information to clientele and the public. Future research should also examine the communication channels and information sources used and preferred by clientele and the public during disasters. Such results should be compared to the findings of this study to inform future practice for communication in disasters.
14 pages., Via online journal., Guided by the theory of reasoned action and social cognitive theory, this study was conducted to better understand how decisions to purchase organic or conventional milk are influenced by norms and attitudes established via human interactions and how those norms and attitudes vary by geographic region. An online Qualtrics survey was used to gain insight into behaviors, attitudes, and interactions of 308 milk consumers in various geographical regions of [State]. The findings indicate that urban, suburban, and rural consumers differ in some ways in their interactions related to milk information, as well as their perceptions of organic versus conventional milk. Based on the findings of the study, differences in personal networks and exposure to certain messaging in varying regions might perpetuate a more positive, confident, and informed view of organic or conventional milk products in some areas more so than others. The researchers recommend using the results of the study to tailor messages to the specific information needs of consumers in urban, suburban, and rural regions of [State].
13pgs, This study aims to analyze the influence of neighborhood effects (NE) on tea farmers' intention to convert from traditional to organic farming in the mountainous areas of northern Vietnam. It differs from previous studies in two aspects. First, we combine the theory of planned behavior and the theory of herd behavior to explain farmers' intention to convert from traditional to organic farming, focusing on the impact of the NE. Secondly, to measure NE, we use a combination of questionnaires and methods of measuring herd behavior by McCartney and Shah. Using the generalized structural equation modeling and data collected from 263 tea farmers in Thai Nguyen, we found that NE has a positive and direct significant effect on farmers' intention to convert to organic tea production in the case where neighbors both live nearby and have a close relationship with the subject. In addition, it indirectly impacts farmers' conversion intention through attitude, subjective norms and perceived behavior control. To encourage tea farmers to convert to organic farming, policymakers and extension workers should take advantage of the NE to increase farmers' confidence about the benefits and the possibility of successful organic farming.
