Extending the boundaries of the value-belief-norm theory to off-farm livelihood preferences – Perceptions of food crop farmers in the savanna ecological zone, Ghana

Abstract

ABSTRACT This study explored prospects of extending propositions of the value-belief-norm theory to off-farm livelihood preferences among food crop farmers in the savanna ecological zone of Ghana. The predominantly qualitative study used the case study approach. Data collection involved questionnaire administration to 197 households, 6 community-level focus group discussions, and 18 key informant interviews. Quantitative analysis involved a non-parametric chi-square test at 95% confidence level and descriptive statistics. Qualitative data was analyzed thematically using NVivo software. The study departs from the dominant application of the value-belief-norm theory to pro-environmental behavior, to explore the theory’s prospects for explaining off-farm livelihood activities of men and women food crop farmers. It found that effects of climate change on the off-farm livelihoods of male farmers differed significantly from females. The study also found that the fundamental link between values, beliefs, and norms as proposed by the value-belief-norm theory successfully explained off-farm livelihood choices in response to climate change and explained the strong difference between men and women in off-farm livelihood responses. It recommends that public policy developmental programs targeting off-farm livelihoods acknowledge the dichotomy in off-farm livelihood preferences, as well as the role of values, beliefs, and norms, and accommodate these in development programs.