| Farmers' decisions about conversion to organic farming are analyzed with a structural equation model. The Theory of Planned Behavior (ToPB), one of the prominent theories in the social psychology, 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 organic farming. 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, overall, the... |
