Modeling cereal farmers’ intended and actual adoption of integrated crop management (ICM) practices

Abstract

Integrated crop management (ICM) is a crop production system which conserves or even strengthens natural resources, taking into account potential interactions between biology, environment, and land management systems. However, little is known about what drives adoption of ICM among farmers. The purpose of this study was to analyze the intention and behavior of cereal farmers towards ICM practices, exploiting the theory of planned behavior (TPB) and information from a survey of 216 cereal farmers in Pars-Abad County of Ardabil Province in northwestern Iran. Common variables of the TPB, like attitudes, subjective norms, perceived behavioral control, intention, and behavior were measured. On a scale from 1 to 5, the overall mean of farmers' behavior in applying ICM practices was 3.43, just above the average value of the scale (x = 3). The variable intention showed the highest mean score (3.62), indicating a relatively high subjective probability that farmers will adopt IPM practices, followed by perceived behavioral control (mean score 3.54), indicating a relatively high level of perceived ability of farmers to implement IPM practices. On the contrary, attitudes towards ICM showed the lowest mean score (3.20), indicating a rather neutral evaluation of ICM by farmers. Intention and perceived behavioral control accounted for 87% of the variability in farmers' behavior towards application of ICM. Subjective norms showed the greatest (direct and total) impact on farmers' intention to use ICM, while perceived behavioral control showed the greatest (direct and total) impact on farmers' behavior in ICM adoption. The study demonstrates for the first time the validity of the TPB in mapping farmers' behavior related to ICM adoption. In light of the main findings, promoting the adoption of ICM in the study area could be achieved by i) improving farmers' attitudes towards ICM technologies through demonstration farms and written material summarizing advantages of ICM, ii) promoting farmers’ subjective norms through group meetings with participation of those who experienced ICM and are trusted by farmers, and iii) promoting perceived behavioral control with training courses by ICM experts that can improve knowledge and skills of farmers to use ICM. • Farmers' intention and behavior towards ICM were analyzed with the theory of planned behavior (TPB). • The overall mean of farmers' behavior in applying ICM practices was 3.43, which was above average. • Intention showed the highest mean score, showing a high probability for adoption of IPM practices. • The study demonstrates the validity of the TPB in predicting farmers' behavior in ICM adoption.