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The Sociocultural Determination of Planned Behaviour
Gordon Sammut1, Luke Joseph Buhagiar2
1University of Malta, Msida, Malta. gordon.sammut@um.edu.mt.
Integrative Psychological & Behavioral Science
|December 21, 2016
Summary
This study extends the theory of planned behavior by adding trust and perceived benefits, highlighting the sociocultural influences on attitudes and intentions towards Bt rice cultivation in Iran.
Area of Science:
- Agricultural Economics
- Sociology
- Behavioral Science
Background:
- The theory of planned behavior (TPB) is a key framework for understanding human behavior.
- Previous research has not fully explored sociocultural factors influencing attitudes towards agricultural technologies like Bt rice.
Purpose of the Study:
- To extend the TPB by incorporating trust and perceived benefits.
- To investigate the sociocultural determinants of attitudes and behavioral intentions regarding Bt rice cultivation in Iran.
Main Methods:
- The study builds upon Goochani, Ghanian, Baradaran & Azadi's (2017) findings.
- Analysis focused on the direct effects of subjective norms, trust, and perceived benefits on attitudes.
Main Results:
- Trust and perceived benefits significantly influence attitudes towards Bt rice.
- Subjective norms also play a direct role in shaping attitudes.
- The findings support a sociocultural model for understanding attitudes and planned behavior.
Conclusions:
- Sociocultural factors, including social representations of Bt rice and its regulation in Iran, are crucial for understanding behavioral intentions.
- The evolution of these social representations over time warrants further investigation.
- Future research should explore these evolving representations to inform policy and adoption strategies.
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