Reconceptualising the ‘behavioural approach’ in agricultural studies: a socio-psychological perspective

In rural studies the ‘behavioural approach’, i.e. an actor-oriented, largely questionnaire-based methodology that focuses “on the motives, values and attitudes that determine the decision-making processes of individual farmers” (J. Rural Stud 11 (1995) 51, p. 55), has become increasingly important i...

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Bibliographic Details
Published in:Journal of rural studies 2004-07, Vol.20 (3), p.359-371
Main Author: Burton, Rob J.F.
Format: Article
Language:English
Subjects:
Agricultural Occupations
Agricultural Policy
Agricultural studies
Agriculture
Attitude
Attitudes
behavior
Behavioral Sciences
Behaviorism
Behavioural approach
Decision Making
Farmers
farmers' attitudes
psychology
quantitative analysis
Rural Areas
rural development
rural policy
Rural Sociology
Self Efficacy
Social Behavior
Social Psychology
Theory of planned behaviour
TPB model
TRA model
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Summary:In rural studies the ‘behavioural approach’, i.e. an actor-oriented, largely questionnaire-based methodology that focuses “on the motives, values and attitudes that determine the decision-making processes of individual farmers” (J. Rural Stud 11 (1995) 51, p. 55), has become increasingly important in the investigation of farmer response to policy initiatives. However, despite the accumulation of a substantial literature base, a failure to maintain contacts with other disciplines has isolated the ‘behavioural approach’ from advances in mainstream behavioural science, and there is evidence of a tendency within some studies to revert to an over-simplistic model of the attitude–behaviour relationship. This study aims to address this issue through discussing the ‘behavioural approach’ in the context of advances in socio-psychological theory. It is argued that behavioural approaches in agriculture could be improved by using Ajzen's (Action Control: From Cognition to Behaviour, Springer, New York, 1985, pp. 11–39) theory of planned behaviour as a conceptual framework and, in particular, by taking greater account of normative influences, self-identity, and perceived self-efficacy.
ISSN:0743-0167
1873-1392
DOI:10.1016/j.jrurstud.2003.12.001