Exploring the Factors Affecting Farmers’ Willingness to Cultivate Eco-Agriculture in the Qilian Mountain National Park Based on an Extended TPB Model

Mengtian Zhang () and Huiling Wang
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Mengtian Zhang: School of Economics, Lanzhou University, Lanzhou 730000, China
Huiling Wang: School of Economics, Lanzhou University, Lanzhou 730000, China

Land, 2024, vol. 13, issue 3, 1-24

Abstract: Despite many governments having actively promoted the importance of developing ecological agriculture, the participation rate of farmers remains relatively low. Therefore, exploring the factors that influence farmers to participate in agroecological cultivation is important. Here, our aim was to identify the intention to participate in eco-agriculture through an extended theory of the planned behavior model. We collected 409 samples using a systematic probability proportional sampling method in Tianzhu County, located in the Gansu section of the Qilian Mountain National Park, China. The results validated that farmers’ attitudes, perceived behavioral control, and subjective norms positively influenced their intention to participate in agroecology. The extended model introduces ecological value variables; if perceived behavioral control influences willingness to participate through the mediating variable of attitude, ecological values moderate the mediating role of attitude. Agroecological development in national parks should be promoted by strengthening agroecological communication and increasing environmental awareness among farmers. Our study expands the theoretical model of planned behavior, which can help policymakers better understand the factors that influence farmers’ participation in agroecological farming. It can also serve as a reference for the ecological development of agriculture in other protected areas.

Keywords: agroecological cultivation; TPB model; perceived behavioral control; subjective norm; behavioral attitude; ecological values (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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