[N(poster)] ポスターセッション

英語

[1O01] Understanding Farmers’ Decision-Making Process Toward the Adoption of Sustainable Agricultural Practices: An Extended Theory of Planned Behavior Approach

*安部 壮司¹ (1. Tottori University)

キーワード：

TPB、SLM、voluntary-based behavior、Decision-making、Informational intervention

Soil degradation, which reduces soil productivity, is a critical sustainability challenge, particularly for smallholder farmers facing land pressure from rapid population growth. Ethiopia, one of the most severely affected areas by water-induced degradation, has hosted numerous sustainable land management (SLM) projects. However, maintaining farmers' motivation, particularly after the end of project support, remains a major challenge. This study aims to clarify the key determinants that influence farmers' intention (INT) to adopt three SLM technologies, namely compost, forage, and soil bunds, with a particular focus on informational interventions and psychological processes. A measurement model incorporating the extended Theory of Planned Behavior was tested using partial least squares structural equation modeling (PLS-SEM), based on data from 202 respondents in the northwestern highlands in Ethiopia. Among the psychological constructs, Attitude (ATT) significantly showed the high impact on adoption INT, while Perceived Behavioral Control (PBC) was also crucial for forage, a recently introduced practice in the study area. Subjective Norms (SN) influenced intention indirectly by affecting ATT and PBC for compost and forage, but had no direct effect. Notably, interpersonal information from extension officers, relatives, and fellow farmers emerged as the most influential contextual factor in all practices. Importance-Performance Analysis (IPA) also revealed potential for further improvement of interpersonal information channels. In contrast, media-based information had no significant effect, likely due to limited access in the area. Additional factors such as mobile phone ownership, prior experience, past-year profits, and land size had technology-specific influences. These findings provide practical implications for promoting SLM through targeted interventions that improve awareness and strengthen farmers' motivation for voluntary adoption.