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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 503324
Title Using the theory of planned behavior to identify key beliefs underlying Brazilian cattle farmers' intention to use improved natural grassland : A MIMIC modelling approach
Author(s) Rossi Borges, Joao; Tauer, Loren Willian; Oude Lansink, Alfons
Source Land Use Policy 55 (2016). - ISSN 0264-8377 - p. 193 - 203.
Department(s) Business Economics
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Brazilian cattle farmers - Farmers' intention - Improved natural grassland - MIMIC models - Theory of planned behavior

In biome Pampa, Brazil, cattle farmers have managed the natural grasslands using practices that result in overgrazing, low productivity and low farm income. In addition, farmers in the region converted natural grasslands from beef production to more profitable activities, such as cash crops. This conversion and overgrazing have caused environmental problems in biome Pampa. Although several innovations that increase beef productivity without damaging the environment are currently available to farmers in the region, the adoption rate remains low. This study used the theory of planned behavior (TPB) to identify the beliefs that influence farmers' intention to use improved natural grassland. The TPB hypothesizes that adoption is driven by intention, which in turn is determined by three psychological constructs: attitude, subjective norm, and perceived behavioral control. These three constructs are derived from behavioral, normative and control beliefs, respectively. Results show that attitude had a strong impact on intention, followed by subjective norm and perceived behavioral control. Results also show that farmers' intention to use improved natural grassland depends on the extent to which farmers think this innovation allows for increasing the cattle density, the extent to which they think family and cattle traders support them in their decision to adopt and the extent to which farmers think they have sufficient knowledge and access to technical assistance.

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