Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice

The purpose of this study is to clarify influencing factors on the adoption and continuing practice of urban agriculture, and to propose communication guidelines to encourage more adoption and long-term practice. The psychological theories of the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Health Belief Model (HBM) were integrated to explain people's behavior. Both quantitative and qualitative approaches were employed with 325 villagers of 13 communities in seven provinces of Thailand. The following techniques and instruments were used: a statistical analysis crosstab, stepwise multiple linear regression, one-way ANOVA, multinomial logistic regression, decision tree analysis, and descriptive content analysis using QDA lite miner software. The key results clearly show that attitude, perceived benefits, and perceived readiness were a significantly positive influence on those who adopted urban agriculture. Key drivers to villagers' intention to continue practicing urban agriculture for the initiator group who own agricultural land were perceived to be behavioral control and social norm, while perceived readiness and communication played a crucial role for other groups to continue practicing urban agriculture. Communication guidelines to promote long-term urban agriculture practice can be designed based on the EAST framework, by making it easy, attractive, social, and timely, and through the Critical Participatory Action Research process.