Abstract
The main objective of the current investigation is to understand the decision-making dynamics of key agribusiness stakeholders like farmers toward the use of pesticides in Pakistan and explain the determinants of stakeholders’ protective behavior concerning pesticide use. Following a thorough review of the literature, the researcher developed a conceptual framework that expands on Fishbein and Ajzen’s theory of planned behavior (TPB), which is a well-accepted theory for forecasting consumer behavior. A quantitative study was conducted to accomplish the research objectives. The primary data was collected via structured close-ended questionnaire from 385 vegetable and fruit farmers from South Punjab, Pakistan. The researcher used SPSS 23.0 and Smart PLS for statistical analysis of the collected data. Structural Equation Modeling (SEM path analysis was run to test the proposed hypothesis. According to the findings from the present study, there is a significant positive impact of knowledge of pesticide use and past health experiences with pesticides on the protective behavior concerning pesticides. On the other hand, the intention to reduce pesticide use does not have any effect on farmer’s protective behavior concerning pesticide use. Moreover, mediation analysis showed the significant mediating effect of attitude toward pesticide use on the relationship between knowledge of pesticide use and protective behavior concerning pesticide use. Similarly, there was a significant mediating effect of attitude on the relationship between past health experience with pesticide and protective behavior concerning pesticide use. Contrarily, the study showed that attitude toward pesticide use does not mediate the relationship between intention to reduce pesticide use and protective behavior concerning pesticide use. The present study adds to the literature of TPB by exploring the factors determining the adoption of protective behavior. In a practical perspective, the present study helps in developing the pool of knowledge among farmers and other farm workers about the pesticides use and their potential benefits and drawbacks to developing protective behavior in their farm practices and pesticide application.
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Imran, M., Nida, A., Yamoah, F.A. (2023). A Framework for Understanding Agribusiness Stakeholders Decision-Making Dynamics in the Pesticide Industry of Pakistan. In: Yamoah, F.A., Haque, A.u. (eds) Corporate Management Ecosystem in Emerging Economies . Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-41578-4_7
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