Designing an integrated model for strawberry growers’ behavior toward implementation of good agricultural practices in Iran

Behzad Ranjbar (), Amir Naeimi () and Mohammad Badsar ()
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Behzad Ranjbar: University of Zanjan
Amir Naeimi: University of Zanjan
Mohammad Badsar: University of Zanjan

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2022, vol. 24, issue 9, No 18, 10924-10944

Abstract: Abstract Good agricultural practices (GAPs) include conscious agricultural techniques that are not harmful to human health and the environment, with the goal of protecting natural resources, as well as ensuring health and food security. The use of these practices may be influenced by various psychological and social factors. Thus, the main purpose of this study was to design an integrated model for strawberry growers’ behavior toward implementation of good agricultural practices (GAPs) in Iran. The research framework was developed by integrating the theory of planned behavior (TPB) and technology acceptance model (TAM). The integrated model was empirically tested using data collected from a survey of 200 strawberry growers. The findings of structural equation modeling showed that perceived ease of use (PEU), perceived behavior control (PBC), and behavioral intention (BI) of strawberry growers significantly influenced the behavior of growers toward using GAPs (BGAPs). These factors explained 30% of the variance in behavior of growers to use GAPs. The study also supported the significant indirect effect of perceived usefulness (PU), PEU, subjective norms, PBC, and attitudes on BGAPs. Overall, the calculated total effects of factors on BGAPs indicated that PBC, PEU, and behavioral intention were the three important determinants of growers’ behavior to use GAPs, respectively. The findings of this study show integrating of TAM plus TPB and particularly considering a direct relationship between PEU and BGAPs in this model influenced the predictive power significantly. It can be a comprehensive, complete, and understandable framework for explaining clienteles' behavior to apply good agricultural practices and be used by other researchers for developing future research and policy makers to make the right and suitable decisions to develop GAPs in farmlands.

Keywords: Good agricultural practices (GAPs); Theory planned behavior (TPB); Technology acceptance model (TAM); Psychological and social factors (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s10668-021-01889-w

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