Predicting adoption of biological control among Iranian rice farmers: An application of the extended technology acceptance model (TAM2)

Abstract

Biological control (BC) strategies have bolstered the ability and motivation of farmers to control various types of pests, but better understanding of farmers' behaviour for BC acceptance is still needed. This study attempted for the first time to implement an extended version of the technology acceptance model (TAM) that combined innovation diffusion theory (IDT), perceived self-efficacy, and facilitating conditions to investigate factors affecting farmers' acceptance and use of BC for the control of rice stem borer [Chilo suppressalis (Walker)] in rice fields of Mazandaran province in northern Iran. The proposed model (widely known as TAM2) was empirically tested using data collected from a survey of 179 rice farmers. The TAM2 explained 78% of the variance in behavioural intention of farmers to use BC and 82% of the variance in actual use. With the TAM2, adoption and use of BC could be adequately predicted from farmers' intentions, which were affected by perceived self-efficacy, facilitating conditions, compatibility, and perceived usefulness as the original TAM suggests. Therefore, with the TAM2 we successfully extended the TAM (in terms of model fit) by including three external factors relevant to BC, namely, perceived self-efficacy, facilitating conditions, and compatibility as antecedents of behavioural intention to use. However, the predicted direct and indirect effects of perceived ease of use on farmers' behavioural intention were not supported. The TAM2 outperformed the original TAM in predicting farmer's intention to use BC in farm practices and consequently actual use. To increase acceptance of BC, agricultural authorities should take care of creating a favorable environment which will support and encourage the use of BC at the farm level. Providing facilitating conditions, such as extension services and training, can help farmers to increase their knowledge about BC. However, more emphasis should be given on compatibility and usefulness of this technology and less on the ease of use.