Determinants of rice farmers’ intention to use pesticides in eastern India: Application of an extended version of the planned behavior theory

Abstract

• This research uses primary data of rice farmers to study the determinants of pesticide use intention in eastern India with modified theory of planned behavior • Study finds the knowledge variable has the highest effect on rice farmers’ intention to use pesticides followed by moral norms • Attitude and perceived behavior variable has limited influence on rice farmers’ intention. • Outreach programs for farmers should emphasize knowledge and moral norms for reducing health hazards related to pesticide use • Policy imperatives targeting cleaner production were discussed Farmers’ health and the environment are prime priorities for any agrarian economy. In India, almost 90% of the pesticides are used in rice, cotton, and vegetables. Nevertheless, factors associated with farmers’ behavior in pesticide use are lacking. This study assessed Indian rice farmers’ intention to use pesticides, by applying a modified version of the theory of planned behavior with knowledge of pesticide use and moral norms as additional constructs. The study is marshaled by the primary data collected from 480 rice growers of Odisha region, India through a multi-stage random sampling. The majority of the farmers showed positive attitudes towards pesticide use, relatively high levels of subjective norms, and almost neutral levels of moral norms. On the contrary, the majority of the farmers exhibited quite low levels of perceived behavioral control and knowledge of safe pesticide use. A significant positive correlation was established between intention and the variables attitudes, subjective norms, moral norms, perceived behavioral control, and knowledge. Knowledge was the most significant variable in controlling subjective norms, moral norms, and intention, while subjective norms and moral norms also played a crucial role in intention. Findings highlight the crucial role of knowledge, subjective norms, and moral norms in intention to use pesticides. Policy initiatives need to be implemented in the study area for judicious pesticide use, including integration of scientific knowledge about pesticide use with farmers’ traditional pest management and establishment of a strong link between rice farmers and extension experts, who can encourage ‘pesticide-free’ farming through proper certification programs.