Applying the Theory of Planned Behaviour (TPB) in Village Chicken Farmers’ Commercialisation Intention – Evidence from North Western Zambia

Abstract

Purpose: This paper contributes to the smallholder agriculture commercialisation literature by applying the Theory of Planned Behaviour in a developing country context. The study examines the Influence of Attitude, Subjective norms and Perceived behavioural control on the Commercialisation scaling-up Intent among smallholder village chicken farmers in North-western Zambia. Furthermore, the mediating role of commercialisation practices Intention is examined. Design/methodology/approach: Based on a quantitative correlational design, primary sample data were collected using a structured questionnaire from 556 village chicken smallholder farmers from two farming blocks in North-western Zambia. The data were analysed using statistical correlation and regression models. Findings: The findings indicate that attitudes, subjective norms, perceived behavioural control as well as commercialisation practices Intention have unique positive significant effects on Commercialisation practices intention (CPI). Further, CPI in turn positively Influences Commercialisation scaling-up intention (CSI). Research limitations/implications: Notwithstanding the research limitations such as the study being cross-sectional and based on one district in Zambia, the findings have important implications. For policymakers and enterprise support institutions, understanding the socio-psychological factors of smallholder farmers are important before introducing any interventions to promote the commercialisation of the village chicken. Additionally, for scaling-up to occur, farmers need to be encouraged to adopt commercialisation practices in management, investment and marketing. This would increase the chances of transitioning from subsistence to commercial farming. Originality: The study is among the first to apply the theory of planned behaviour in the village chicken value chain in the under-researched Zambian context.