Staff Publications

Staff Publications

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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 488642
Title Comparing groups of Brazilian cattle farmers with different levels of intention to use improved natural grassland
Author(s) Rossi Borges, J.A.; Oude Lansink, A.G.J.M.
Source Livestock Science 178 (2015). - ISSN 1871-1413 - p. 296 - 305.
DOI https://doi.org/10.1016/j.livsci.2015.05.035
Department(s) Business Economics
WASS
Publication type Refereed Article in a scientific journal
Publication year 2015
Keyword(s) planned behavior - conservation practices - dairy farmers - water conservation - risk perception - adoption - management - decisions - attitudes - technologies
Abstract This study used the Theory of Planned Behavior (TPB) to analyze the intention of Brazilian farmers to use improved natural grassland. The TPB hypothesizes that the adoption of an innovation is driven by the intention to use it, which in turn is determined by three socio-psychological constructs: attitude, subjective norm, and perceived behavioral control. These constructs are derived from beliefs. The theoretical framework and model were applied to a sample of 214 Brazilian cattle farmers. Based on the socio-psychological constructs that influence intention, two groups of farmers were identified; farmers that were willing and farmers that were unwilling to use improved natural grassland. Results showed that compared to unwilling farmers, willing farmers evaluated the use of improved natural grassland on their farms more favorably (attitude), they felt a greater social pressure upon them to adopt this innovation (social norm), and they reported a higher capability (perceived behavioral control) to use improved natural grassland. Willing and unwilling farmers also differed in their behavioral beliefs concerning the outcomes of using improved natural grassland, their normative beliefs concerning important others, and their control beliefs concerning factors that could facilitate or inhibit the use of improved natural grassland. The two groups did not differ in most of their socioeconomic characteristics, but did differ in their goals and relative risk attitudes.
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