Comparing Groups of Farmers According to their Intentions to Diversify Agricultural Production: an application of the Planned Behavior Theory

Abstract

Diversification of production in rural areas is one of the priority themes in the European Union, since it ensures the production of different foods. The objective of this study is to analyze if the different levels of intention of the familiar farmers in diversifying the agricultural production can be explained by the Constructs Atitude, Subjective Normative and Perceived Behavioral Control, proposed by the Theory of Planned Behavior (TPB), and the socioeconomic characteristics of the farmers . The study was carried out with 101 family farmers located in the Northwest region of the state of Rio Grande do Sul, Brazil, where milk production is their main source of income. The data showed that there are two groups of farmers, one with weak intention to diversify and another with strong intention. It was observed that the group with low intention perceives diversification as less favorable (attitude), feel less social pressure (subjective norms) and perceive as less their ability to use this productive strategy in their rural establishments (perceived behavioral control) than the group with strong intention. The results showed that the group with a strong intention to diversify has a larger family and has a smaller area of land, compared to the group with low intention. The results of this study can be used to promote rural development in small farms and suggest public policies aimed at this area, especially for forms of production that provide food for urban supply.