Analyzing the Behavioral Intention of Pistachio Growers in Ardakan County towards Organic Production: Applying the Analysis of Planned Behavior Theory

مجله اقتصاد و توسعه کشاورزی

Article 1, Volume 37, Issue 3 - Serial Number 60, October 2023, Pages 231-251   

Document Type: Research Article

DOI: 10.22067/jead.2023.77473.1142

Authors

T. Sharghi^{* 1}; M. Rezaee Ahmadabadi²

¹Department of Agriculture, Payame Noor University, Tehran, Iran

²Department of agriculture, Payame Noor University, Tehran, Iran

Abstract

Introduction
 The development process of organic cultivation in Iran is not favorable because the average growth rate of organic agriculture development from 2008 to 2019 according to FAO statistics in 2021 is equal to -0.47% and this is while foods contaminated with various substances Chemicals have an unpleasant effect on the general health of society. According to the statistics of 2021, 600 million people in the world, i.e. 1 out of every 10 people, will get sick after eating food. Since any change in the use of chemicals in agriculture should be based on the behavior of farmers, the purpose of this study is to investigate the behavioral intention to produce organic pistachio production among 5200 pistachio growers in Ardakan county, Yazd province, using the Decomposed Theory of Planned Behavior (DTPB) analysis.
 
Material and Methods
 The current research is classified as a quantitative research and is a descriptive-survey type of research, and in terms of the type of objective, it is considered a part of applied research. Based on Cochran's formula, the sample size was determined to be 358 people. Considering the distribution and dispersion of pistachio growers in different sectors, multi-stage random sampling was used. The face and content validity of the questionnaire was confirmed by a panel of academic experts in the departments of horticulture, agricultural development, plant protection and psychology, as well as experts of Jihad Keshavarzi of the county. To determine the reliability of the questionnaire tool, a pre-test study was conducted among 30 farmers of Aqda Aflatak village, which was part of the villages of Ardakan city, but outside the study sample. The reliability of the questionnaire was estimated using Cronbach's alpha test. Cronbach's alpha coefficient was obtained from 0.649 to 0.836, which indicates acceptable reliability. SPSS₂₂ and SmartPLS₂ software were used for data analysis.
 
Result and Discussion
Descriptive findings showed that 358 respondents were 336 men and 22 women. Among them, 48 people lived in the village and 310 people lived in the city. The statistical results of the present study showed that the average age of the respondents was 53 years old, who had an average of 9 years of formal education. They had an average of 15 years of experience in the field of pistachio farming, and 30% of household income was dependent on pistachio production. According to the statistical sample of the research in terms of age, the highest frequency (137) were in the 41-50 age group. In terms of pistachio cultivation area, 204 farmers had less than one hectare, which constituted 59.9% of the studied sample. The inferential findings of this research showed that the factors affecting farmers' behavioral intention to produce organic pistachio products were perceived mental norms (β= 0/362) and perceived behavioral control (β=0/185). The findings of this research were in line with the results of Yadavar et al (2018). Also, the findings of this study showed the absence of a significant relationship between attitude and behavioral intention, which was not in line with the results of Safi Sis et al. (2020), Fatemi et al. (2018), Yadavar et al. (2018). According to the research model, the lack of a significant effect between the attitude variable and farmers' perception of the compatibility of organic production methods with their current values and needs, including consumers not purchasing organic pistachios, is notable. This lack of impact may be attributed to consumer-related challenges such as higher prices and insufficient information and awareness about organic products, which could hinder the financial feasibility of implementing organic production. Moreover, the research indicates that the attitude variable did not significantly influence farmers' perception of the ease of applying organic pistachio production methods in the orchard. As a result, the attitude variable did not exert a significant effect on behavioral intention in this context.
 
Conclusion
 The most important factors in the behavioral intention to produce organic pistachios are the variables of subjective norm and perceived behavioral control. In fact, the issue of environmental protection and measures to prevent water, soil and environment pollution were the popular and accepted behaviors among the pistachio growers in the studied area, and the pistachio growers had come to believe that the use of organic production methods is one of the accepted behaviors of important and prominent people in their accepted social network. Therefore, it is suggested that the extension department of Ardakan Agricultural Jihad Management, by holding various meetings centered on leading farmers in the matter of organic production, provides effective networking for more exposure, contact and communication of pistachio farmers, so as to facilitate their decision making process to enter into organic pistachio production. Also, the findings showed that from the point of view of pistachio farmers, the use of organic production methods and operations is under the control and authority of the farmer and he can use it in his garden if he wishes. Therefore, it is suggested that the extension department of Jihad-Kashawarzi management of Ardakan county continues to provide educational, facilities and services support needed by pistachio farmers and in this regard, planning and providing services in the direction of changing the consumer's attitude towards buying organic products in various ways such as festivals, exhibitions and production Media programs. Considering the importance of removing obstacles to the implementation of organic production in pistachio orchards, it is suggested that necessary support measures be established by the government in the field of covering the operational costs of organic pistachio production until the pistachio farmers reach the markets of organic products inside and outside the country. It is also suggested that due to the diversity in the quality of water, soil and pistachio variety of the farmers, the extension department should organize training courses in such a way that they understand the ease of using this kind of methods and its management in the garden.

Keywords

Attitude; Behavioral intention; Organic pistachio; Perceived behavioral control; Subjective norm

References

1. Abasi, H. (2017). Designing the model for commercialization of university research using structural Equation modeling- partial least squares method (SEM-PLS). Iranian Journal of Trade Studies, 21(82), 1-21. (In Persian)
2. Aghdaie, S.F. (2009). Investigating effective factors on Iran’s Pistachio exportation. International Journal of Marketing Studies, 1(2), 35-40. https://doi.org/10.5539/ijms.v1n2p35
3. Ajzen, I. (1991). The theory of planned behavior. Journal of Organizational Behavior and Human Decision Processes, 50, 179-211.
4. Altarawneh, M. (2016). Determine the barriers of organic agriculture implementation in Jourdan, Bulgarian, Journal of Agricultural Science, 22(1), 10-15.
5. Akbari, M., Badri, S., Shamanian, M., & Amini, S. (2019). Objectives, motivations and barriers of organic agriculture development in Ravansar city. Environmental Education and Sustainable Development, 7(2), 63-76. (In Persian with English abstract). https://doi.org/10.30473/ee.2019.5603
6. Aronson, E., Wilson, T.D., Akert, R.M., & Sommers, S.R. (2016). Social Psychology. 9^th (ed.). Tehran, Published by Arasbaran.
7. Asadi, R., & delavar, A. (2015). Use of partial least square structural equation modeling in explanation of demographic variables effect on spiritual intelligence with the mediating of well-being. Quarterly of Educational Measurement, 6(22), 1-39. (In Persian with English abstract). https://doi.org/10.22054/jem.2017.9044.1274
8. Azadi, Y., Yazdanpanah, M., Forozani, M., & Mahmoodi, H. (2019). Identification of factors influencing wheat growers' adaptation behaviors under climate change conditions (Case study: Kermanshah County). Geography and Development, 17(56), 39-56. (In Persian with English abstract). https://doi.org/10.22111/gdij.2019.4882
9. Bagheri, A., Emami, N., Damalas, C.A., & Allahyari, MS. (2019). Farmers’ knowledge, attitudes, and perceptions of pesticide use in apple farms of northern Iran: impact on safety behavior. Environmental Science and Pollution Research,26, 9343–9351. https://doi.org/10.1007/s11356-019-04330-y
10. Bagheri, A., & Pirmoazzen, S. (2020). Intention and application behavior of farmers towards pesticides' labels and pictograms in Ardabil County: Application of theory of planned behavior. Iranian Agricultural Extension and Education Journal, 16(2), 109-123. (In Persian with English abstract). https://doi.org/10.22034/iaeej.2020.230548.1525
11. Bénard, M., Baudry, J., Méjean, C., Lairon, D., Giudici, K.V., Etilé, F., Reach, G., Hercberg, S., Kesse-Guyot, E., & Péneau, S. (2018). Association between time perspective and organic food consumption in a large sample of adults. Nutrition Journal, 17, 1.
12. Boazar, M., Yazdanpanah, M., & Abdeshahi, A. (2019). Determinants of change the pattern of rice cultivation in Shushtar County using theory of interpersonal behavior models and health belief model. Iranian Agricultural Extension and Education Journal, 14(2), 125-141. (In Persian with English abstract)
13. Contzen, N., & Mosler, H.-J. (2015). RANAS (Risks, Attitudes, Norms, Abilities, and Self‐regulation) methodological fact sheets - 6 methodological fact sheets on behavior change. Swiss Federal Institute of Aquatic Science and Technology (Eawag), Dübendorf, Switzerland
14. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
15. Eshraghi Samani, R., Alizadeh, M., & Vahedi, M. (2018). Challenges of developing organic agriculture in Ilam province from the viewpoint of agricultural Jihad’s Experts. Economic Growth and Development Research, 6(23(2)), 72-65. (In Persian with English abstract).
16. European Commission. Council Regulation (EC) No 834/2007 of 28 June 2007 on Organic Production and Labelling of Organic Products and Repealing Regulation (EEC) No 2092/91; European Commission: Brussels, Belgium, 2007; Available online: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=celex%3A32007R0834
17. Eyhorn, F., Muller, A., Reganold, J.P., Frison, E., Herren, H.R., Luttikholt, L., Mueller, A., Sanders, J., Scialabba, N., Seufert, V., & Smith, P. (2019). Sustainability in global agriculture driven by organic farming. Nature Sustainability, 2, 253-255. https://doi.org/10.1038/s41893-019-0266-6
18. Fatemi, M., Rezaei-Moghaddam, K., Monfared, N., & Moghaddas Farimani, S. (2018). Factors affecting behavioral change toward organic agriculture (The case of farmers of Bushehr Province). Iranian Journal of Agricultural Economics and Development Research, 49(4), 779-796. (In Persian with English abstract). https://doi.org/10.22059/ijaedr.2018.245092.668515
19. FiBL (2021). Organic farming – Basic principles and good practices. Dossier, No. 1141 Available at:
    https://www.fibl.org/fileadmin/documents/shop/1141-organic-farming-principles.pdf
20. FiBl & IFOAM. (2021). The word of organic agriculture, statistics & emerging trends 2021. Available: https://www.fibl.org/fileadmin/documents/shop/1150-organic-world-2021.pdf
21. Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
22. Ghosh, Mithun, K., Sohel, M., Hashan, Nazmin, A., Fatima, Tuj, Z., Sajid, Bin, N., & Hasan, Md. (2019). Farmers attitude towards organic farming: Acase study in Chapainawabganj district. Asian Journal of Advances in Agricultural Research, 10(2), 1-7.
23. Haji, L., Momenpor, Y., & Karimi, H. (2021). Analysis of behavioral intention to use solar irrigation systems in agricultural sector of Naghadeh County: The convergence of TPB and TAM models. Iranian Agricultural Extension and Education Journal, 17(1), 37-52. (In Persian with English abstract). https://doi.org/10.22034/iaeej.2021.275508.1602
24. Hatefi, M., Mohammadzadeh, M., & Shabanali Fami, H. (2017). Analysis of barriers and limitations of organic agriculture from the perspective of experts from the ministry of agricultural Jihad. Journal OF Agricultural Science and Sustainable Production, 27(4), 233-245. (In Persian with English abstract)
25. Henseler, J., & Sarstedt, M. (2013). Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28(2), 565-580.
26. Hosseini, H., Kamali Moghaddam, S., & Harandi, A. (2019). Designing a model for medical students empowerment of value creating university. Education Strategies in Medical Sciences, 11(6), 129-138. (In Persian)
27. Irianto, Heru (2015). Consumer's attitude and intention towards organic food purchase: An extension of theory of planned behavior in gender perspective. International Journal of Management, Economics and Social Sciences, 4(1), 17-31.
28. Karacan, E., & Ceylan, R.F. (2020). Factors affecting pistachio exports in Turkey, Iran and the USA. International Journal of Agriculture Forestry and Life Science, 4(2), 255-262.
29. Keshavarz, S., & Mousavi, M. (2018). Study of the problems and factors affecting the development of organic farming Case Study: kitchen garden city Marvdasht. Agricultural Economics Research, 10(39), 151-172. (In Persian with English abstract)
30. Lilje, J., Kessely, H., & Mosler, H.J. (2015). Factors determining water treatment behavior for the prevention of cholera in Chad. The American Journal of Tropical Medicine and Hygiene, 93(1), 57–65. https://doi.org/10.4269/ajtmh.14-0613
31. Mokhtari Hesari, A., Rezaei, R., & Shabanali fami, H. (2020). Analysis of factors affecting farmers’ behavior in using low-pressure irrigation system in the East Azerbaijan Province. Iranian Agricultural Extension and Education Journal, 16(2): 125-143. (In Persian with English abstract). https://doi.org/10.22034/iaeej.2020.228394.1520
32. Ranjbar, B., Naeimi, A., & Badsar, M. (2020). Identifying the intention of employing good agriculture practices among strawberry growers in Marivan and Sarvabad Counties: Application of the theory of planned behavior. Iranian Agricultural Extension and Education Journal, 16(2), 77-91. (In Persian with English abstract). https://doi.org/10.22034/iaeej.2020.225386.1515
33. Rogers, R.W. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection of motivation. In J. Cacioppo & R. Petty (Eds.), Social psychophysiology (pp. 153-177). New York, NY: Guilford Press.
34. Safa, L., Rezaei, R., Salahi Moghadam, N., & Karbasioun, M. (2019). Factors affecting farmers’ intention to use habrobracon hebetor to control tomato Budworm (Heliothis) in Tarom County. Iranian Agricultural Extension and Education Journal, 15(2): 205-222. (In Persian with English abstract). https://doi.org/10.22034/iaeej.2019.96423
35. Safi Sis, Y., Joodi Damirchi, M., & Maleki, M. (2020). Analysis of factors affecting the behavioral intentions of organic crops technology from the viewpoint of agricultural experts of east Azarbaijan province. Agricultural Extension and Education Research, 13(1): 1-14. (In Persian with English abstract)
36. Sandoghi, A., & Raheli, H. (2016). Extending the model of planned behavior to predict the intention of producing organic products among Isfahan cucumber greenhouse owners by Moral norm variable. Iranian Journal of Agricultural Economics and Development Research, 47(4), 961-974. (In Persian with English abstract).
37. Seydi, M., & Rezaei, R. (2019). Factors affecting farmers’ safety behavior in the use of personal protective equipments in working with pesticides in Zanjan County: An application of health belief model. Iranian Agricultural Extension and Education Journal, 15(2), 45-63. (In Persian with English abstract). https://doi.org/10.22034/iaeej.2019.95290
38. Sharif Sharifzadeh, M., Abdollahzadeh, GH., Damalas., CH.A., & Rezaei, R. (2018). Farmers’ criterial for pesticide selection and use in the pest control process. Agriculture, 8, 24. https://doi.org/10.3390/agriculture8020024
39. Soltani, Sh., Azadi, H., Mahmoudi, H., & Witlox, F. (2014). Organic agriculture in Iran: Farmer's barriers to and factors influencing adoption, Renewable Agriculture and Food Systems, 29(2), 126-134.
40. Statistics Center of Iran, (2014). Results of the survey of horticulture. (In Persian)
41. Taylor, S., & Todd, P. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176.
42. Tudi, M., Daniel Ruan, H., Wang, L., Lyu, J., Sadler, R., Connell, D., Chu, C., & Phung, D.T. (2021). Agriculture development, pesticide application and its impact on the environment. International Journal of Environmental Research and Public Health, 18(3), 1112. https://doi.org/10.3390/ijerph18031112
43. United Nations, Department of Economic and Social Affairs, Population Division.(2019). World Population Prospects 2019: Highlights (ST/ESA/SER.A/423).
44. Ung, M., Luginaah, I., Chuenpagdee, R., & Campbell, G. (2015). Perceived self-efficacy and adaptation to climate change in coastal Cambodia. Climate, 4(1), 1-16
45. WHO (2021). Draft who global strategy for food safety 2022-2030, Towards stronger food safety systems and global cooperation. Available: https://cdn.who.int/media/docs/default-source/food-safety/public-consultation/draft-who-global-strategy-for-food-safety-13may2021.pdf?sfvrsn=ac480bb9_5
46. Wijaya, T., & Purwoko, P. (2018). Exploration of Motives and Barriers on Indonesian organic products consumption, Global Journal of Health Sciences, 10(9), 66-73.
47. Yadavar, H., Nami, M., & Zarifiyan, S. (2018). Applying the analysis of planned behavior theory on adoption of organic farming. Journal of Agricultural Science and Sustainable Production, 28(1), 169-183. (In Persian with English abstract)
48. Yaghoubi, J., & Javadi, A. (2014). Barriers to production of organic crops from viewpoint of agricultural Jihad experts. Journal of Agricultural Science and Sustainable Production, 24(1), 57-68. (In Persian with English abstract)