文章基本信息

标题：Explaining the conversion to particularly animal-friendly stabling system of farmers of the Obwalden Canton, Switzerland - Extension of the Theory of Planned Behavior within a Structural Equation Modeling Approach.
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作者：Tutkun, Aysel ; Lehmann, Bernard
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2006
卷号：37
期号：SUPPL
出版社：Food Distribution Research Society
摘要：Farmers' intentions about conversion to particularly animal-friendly stabling system (PAFS) are analyzed with a structural equation model. The Theory of Planned Behavior (ToPB, Ajzen 1985) is used as the theoretical basis of this study. Though ToPB is a well-defined theory, it is static rather than procedural and cannot model the individual decision-making as a process. Therefore, we first examine the general applicability of ToPB in an agricultural context and explain the variance in intentions of farmers to convert to PAFS. Second, we extend the ToPB to make it more procedural. For this purpose, research findings from the Diffusion Theory are included as part of the behavioral model. The empirical results indicate that the model has a good fit to the data. The effects of the additional variables "Goal" and "Communication" are highly significant. This illustrates the importance of forming personal goals in the behavior domain and that people act in a goal-directed, rational way. Moreover, it gives empirical evidence that communication through personal channels has a great impact on individual decision-making. Altogether, this study shows that the extended ToPB provides an appropriate approach to investigate individual decision-making processes in agriculture.