Towards agriculture as career: predicting students’ participation in the agricultural sector using an extended model of the theory of planned behavior

Abstract

ABSTRACT Purpose The aim of the study was to identify factors associated with tertiary students’ intention to pursue agriculture-related careers. The moderating effect of gender and geographic location on the predictive relationships was also examined. Design/methodology/approach Quantitative data were collected from 488 students studying in five agricultural-based institutions of higher learning in Malaysia. Structural equation modeling (SEM) was used to analyze the data. Findings Attitudes towards agriculture, perceived behavioral control, agricultural knowledge, and perception of sustainable agriculture methods predicted students’ intention to join agricultural-related occupations. The results differed according to gender and place of residence for all predictors except conditions of resource facilitation. Practical implications The findings offer insight into the factors agricultural students consider when deciding whether to pursue careers in agriculture. This can help educational decision-makers respond to the motivational needs of students in recruiting and retention. Theoretical implications By introducing three new constructs, the study extends application of the theory of planned behavior for predicting intention and behavior in the field of agriculture. Originality/value The study addresses an important gap on key factors predicting tertiary students’ pursuit of careers in agriculture. A better understanding of factors that shape students’ decision-making about future careers in agriculture can raise critical awareness of where programing efforts are likely to be effective.