Using the theory of planned behavior to identify key beliefs underlying Brazilian cattle farmers' intention to use improved natural grassland

<p>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.