Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral norm variable

Document Type : Research Paper

Authors

university of Tabriz

Abstract

The present study investigates behavioral intention of greenhouse owners regarding organic cucumber production in Isfahan and sought to identify the factors that stimulate producers to produce organic products. Data were gathered in 1394 through field surveys from 114 greenhouse owners, by designing and filling a researcher made questionnaire using a stratified sampling method. Causal relationship between variables was investigated through structural equation modeling and theory of planned behavior (TPB). Findings revealed that Attitude in the TPB model can predict 37% of variances in intention of producing organic products by greenhouse owner and while in the extended Theory of Planned Behavior (ETPB) the Attitudes and Moral norms can predict 58% of variances in intention of producing organic products. Also according to the results of both models, perceived behavioral control (control beliefs) and Subjective norms had no significant effects on predicting intention of greenhouse owner. In conclusion, results indicate that both models are suitable for investigating greenhouse owner’s intention regarding production of organic products, while adding moral norms to the TPB as an additional predictor, significantly increased the predictive power of the original model .Therefore, designing of interventional programs based on improving Attitudes and Moral norms of greenhouse owner in order to encourage them to produce organic products is recommended

Keywords

References

1-    Ajzen, I. (1985). From intentions to actions: A theory of planned behavior (pp. 11-39). Springer Berlin Heidelberg.
2-      Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. De Young, 509-526.
3-     Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4), 471-499.
4-      Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50(2), 443-454.
5-    Bissonnette, M. M. & Contento, L. R. (2001). Adolescents’ perspectives and food choice behaviors in terms of the environmental  impacts of food production practices: Application of a psychosocial model.. Journal of Nutrition Education, 33(2), 72–82.
6-    Borges, J. A. R., Tauer, L. W., & Lansink, A. G. O. (2016). Using the theory of planned behavior to identify key beliefs underlying Brazilian cattle farmers’ intention to use improved natural grassland: A MIMIC modelling approach. Land Use Policy, 55, 193-203.
7-     Burton, R. J. (2004). Reconceptualising the ‘behavioural approach’in agricultural studies: a socio-psychological perspective. Journal of Rural studies, 20(3), 359-371.
8-    Deng, J., Sun, P., Zhao, F., Han, X., Yang, G., & Feng, Y. (2016). Analysis of the ecological conservation behavior of farmers in payment for ecosystem service programs in eco-environmentally fragile areas using social psychology models. Science of the Total Environment, 550, 382-390.
9-      FAO yearbook )2010-2012(. Food and Agriculture Statistics, Food and Agriculture Organization of the United Nations, Rome. Retrieved from: http:// www.faostat.fao.org
10- Ghadimi, A., Shabanali Fami, H., & Asadi, A. (2012). Investigate the factors affecting farmers' attitudes toward organic farming. Agriculture Extension and Education Research, 5(3), 70-79.(In Farsi)
11- Ghasemi, V. (2013). Structural equation modeling in social preceding studies using Amos Graphic. Tehran: Sociologists.(In Farsi)
12- Ghasemi, S., & Karami, E. (2009). Attitudes and behaviors about pesticides use among greenhouse workers in Fars province. Agriculture Economics & Development, 23 (1), 28-40. (In Farsi)
13- Iran agriculture statistic annual. )2014(. Ministry of Jahad-e-Keshvarzi, Deputy of Planning and Development Management. Office of Budget and Planning, 84-85 PP. (In Farsi)
14- Jackson, T. (2005). Motivating sustainable consumption: A review of evidence on consumer behavior and behavioral change. Report to the Sustainable Development Research Network. Centre for Environmental Strategies, University of Surrey.
15-   Jeyaratnam, J. (1990). Acute pesticide poisoning: a major global health problem. World Health Stat Q, 43(3), 139-44.
16- Kaiser, F.G., & Scheuthle, H. )2003(. Two challenges to a moral extension of the theory of planned behavior: moral norms and just world beliefs in conservationism.Personality and Individual Differences, 35, 1033-1048.
17-  Kaiser, F. G. (2006). A moral extension of the theory of planned behavior: Norms and anticipated feelings of regret in conservationism. Personality and Individual Differences .41, 71–81.
18-   Kaufmann, P., Stagl, S., & Franks, D. W. (2009). Simulating the diffusion of organic farming practices in two New EU Member States. Ecological Economics, 68(10), 2580-2593.
19- Kraft, P., Rise, J., Sutton, S., Røysamb, E., (2005). Perceived difficulty in the theory of  planned behaviour: perceived behavioural control or affective attitude? British Journal of Social Psychology. 44 (3), 479-496.
20- Lampkin, N.H.)2002(. Organic farming. Old Pond, Ipswich.
21-   Lampkin, N., & Stolze, M. (2006). European action plan for organic food and farming. Law, Science and Policy, 3, 59-73.
22-   Lampkin, N., S.M. Fowler, A. Jackson, I. Jeffreys, M. Lobley, M. Measures, S. Padel, M. Reed, S. Rodeick & L. Woodward. )2006(. Sustainability assessment for organic farming-integrating financial, environmental, social and animal welfare benchmarking. Appl. Biol. 79: 263-278.
23-  Lapple, D., & Van Rensburg, T. (2011). Adoption of organic farming: Are there differences between early and late adoption?. Ecological economics, 70(7), 1406-1414..
24-   Liao, C., Chen, J. L., & Yen, D. C. (2007). Theory of planning behavior (TPB) and customer satisfaction in the continued use of e-service: An integrated model. Computers in Human Behavior, 23(6), 2804-2822.
25- Malakouti, M.J. (2009). Sustainable agriculture and increase performance by optimizing the use of fertilizers in Iran. Tehran: Agriculture Education, Ministry of Jahad-e- Keshavarzi. (In Farsi)
26- Mohammadi, N., & Rafee, Sh. (2010). Health education curriculum (Introduction to practical Concepts) for health education experts. Tehran: Mehravash. (In Farsi)
27- Monfared, M., Yazdanpanah, M., & Tavakoli, K. )2015(. Why do they continue to use pesticides? The case of tomato growers in Boushehr province in Southern Iran. Journal of Agricultural Science and Technology. 17 (3), 577-588.
28-   Nigbur, D., Lyons, E., & Uzzell, D. (2010). Attitudes, norms, identity and environmental behaviour: Using an expanded theory of planned behaviour to predict participation in a kerbside recycling programme. British Journal of Social Psychology, 49(2), 259-284.
29-   Power, E. F., Kelly, D. L., & Stout, J. C. (2013). Impacts of organic and conventional dairy farmer attitude, behaviour and knowledge on farm biodiversity in Ireland. Journal for Nature Conservation, 21(5), 272-278.
30-  Rigby, D., & Cáceres, D. (2001). Organic farming and the sustainability of agricultural systems. Agricultural systems, 68(1), 21-40.
31- Sandoghi, A., Yousefi, A., & Amini, A. M. (2015).  Evaluation of factors affecting cucumber- and- tomato greenhouse farmers' attitudes toward healthy crops production in Isfahan Township. Journal of Science and Technology of Greenhouse Culture, 6 (22), 95-106.(In Farsi).
32- Schwartz, S. H. (1977). Normative influences on altruism. Advances in Experimental Social Psychology. 10, 221–279.
33-  Simsekoğlu, Ö. & Lajunen, T. (2008). Social psychology of seat belt use: A comparison of theory of planned behavior andhealth belief model. Transportation Research Part F: Traffic Psychology and Behavior. 11(3), 181–191.
34-  Sharma A.)2005(. A Handbook of Organic Farming. India: Agrobios.
35-   Sok, J., Hogeveen, H., Elbers, A. R. W., & Lansink, A. O. (2015). Farmers’ beliefs and voluntary vaccination schemes: Bluetongue in Dutch dairy cattle. Food Policy, 57, 40-49.
36-  Soltani, S., Azadi, H., Mahmoudi, H., & Witlox, F. (2014). Organic agriculture in Iran: Farmers’ barriers to and factors influencing adoption. Renew Agriculture and Food System, 29(02), 126-134.
37- Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A. & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review. 6, 81–97.
38-   Uematsu, H., & Mishra, A. K. (2012). Organic farmers or conventional farmers: Where's the money?. Ecological Economics, 78, 55-62.
39-   Watson, M. C., Johnston, M., Entwistle, V., Lee, A. J., Bond, C. M., & Fielding, S. (2014). Using the theory of planned behaviour to develop targets for interventions to enhance patient communication during pharmacy consultations for non‐prescription medicines. International Journal of Pharmacy Practice, 22(6), 386-396.
40- Yavari, Gh., & Khalili, M. (2006). Comparative study the economic and social situation of the Iranian  agriculture clean products  in the world and Iran. Tehran: Office of  Infrastructure studies, Islamic Parliament Research Center. (In Farsi)
41- Yazdanpanah, M., Hayati, D., Hochrainer-Stigler, S., Zamani, G.H., )2014(. Understanding farmers' intention and behavior regarding water conservation in the Middle-East and North Africa: a case study in Iran. Journal of Environmental Management.135, 63-72.
42-   Yazdanpanah, M., & Forouzani, M. (2015,a). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352.
43- Yazdanpanah, M & Hasheminezhd, A. (2015, b). Comparison on Predicting Power of the Theory of Planned Behavior and Health Beliefs Model in Assessing Studentsí Intention toward use of Organic Foods. Iranian Journal of  Agricultural Economics and Development Research. 46 (4), 811- 825. (In Farsi)
44-   Yeon Kim, H., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47.

45- ZandHessami, H., & Parvinchi, Sh. (2014). Application of the Theory of Planned Behavior to examine consumer’s green purchase intention. Journal of Development Evolution Management, 16 (18), 23-30.(In Farsi)

46-   Zemore, S. E., & Ajzen, I. (2014). Predicting substance abuse treatment completion using a new scale based on the theory of planned behavior. Journal of substance abuse treatment, 46(2), 174-182.
 
Iranian Journal of Agricultural Economics and Development Research
Volume 47, Issue 4
April 2017
Pages 961-974

Files

Share

How to cite

Statistics