Farmers' intention to reduce pesticide use: the role of perceived risk of loss in the model of the planned behavior theory.

Numerous studies have examined how farmers are involved and behave in the use of pesticides, but what drives farmers' intention to diminish pesticide applications is mostly unknown. This study explored farmers' intention to minimize pesticide use, through the theory of planned behavior (TPB) and an adjusted form of the TPB, with perceived risk of loss as an additional variable to the original model. On a scale from 1 to 5, intention to reduce pesticide use had the lowest score of all variables (2.36), indicating that most farmers did not show intention to reduce pesticide use. Only 15.2% of the farmers were willing to reduce pesticide use, while 8.3% were undecided. Moreover, 58.2% of the farmers had high levels of perceived risk of loss by the reduction of pesticide use, which explained 37.3% of farmers' intention. From the three variables of the TPB, attitudes had the highest score (3.34), indicating slightly favorable attitudes toward pesticide reduction, while perceived behavior control had the lowest score (2.70), indicating poor control of pesticide reduction. Also, the three basic variables of the TPB were positively correlated (P < 0.01) with farmers' intention to reduce pesticides, while a negative correlation (P < 0.01) was noted between intention to reduce pesticides and perceived risk of loss. The three basic variables of the TPB were significant predictors of intention, capturing 54.7% of the variation in farmers' intention. Adding perceived risk of loss as a construct to the TPB improved the predictive ability of the original model. Poor control of pesticide reduction (high-perceived barriers) and high perceived risk of loss drive farmers' intention to reduce the use of pesticides. Advancing alternative crop protection methods focusing on agro-ecology and integrated pest management should be included in the work of extension services.