Motivation as a Potential Variable to Explain Farmers´Behavioral Change in Agricultural Technology Adoption Decisions

Technology adoption plays a key role in improving productivity and income from farmlands in developed and developing counties. However, new technologies have not been fully utilized by the farmers over the past years [16]. Technology adoption depends on farmers’ behavioural change. Farmers behaviour determine by their beliefs and motives, which they have for long time. Understanding the beliefs and motives affecting farmers’ adoption of improved technologies are critical to increase the production and profit in farmland. The key theory used in this paper is Theory of Planned Behaviour. It explains that ones actual behaviour is guided by three variables namely attitude, subjective norm and perceived behavioural control. There are some criticisms about prediction of farmers’ behaviour by these three variables. As a result, many researches have suggested that prediction of behaviour can be increased by adding other factors into the TPB model. Motivation is one of the potential factors that can be explained individual’s decision making more comprehensively. The aim of this paper is to link the different types of motivation to improve the prediction of farmers’ behaviour by identifying most relevant beliefs that determine technology adoption decisions. To fulfil this purpose, different types of motivation, and how they contribute to technology adoption decisions of farmers, were identified. Theory of Planned Behaviour (TPB) and Self Determination Theory (SDT) were used as the main theoretical models. These two theories were integrated in order to develop a more explanatory model to predict individual’s behaviour. The model developed by this paper will contribute to the advancement of agricultural extension and policy makers to offer better assistance to farmers.