Effects of community and networks on the adoption of sustainable fish farming certification: an extended MGB
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2021-08
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The intention to adopt a sustainable certification of Amazonian fish farming was studied in the Model of Goal-directed Behavior framework, confirming that this theory is relevant to explain the processes involved in the deliberative action to adopt sustainable fish farming practices. Furthermore, the model was extended to accommodate contextual regional factors associated to the community of Amazonian fish farmers and the various networks they may be involved in, particularly in the state of Rondonia. A structured questionnaire was designed to measure the 12 latent variables involved in the model. The answers were collected face-to-face from 264 farmers between July and December 2019. The model was assessed by PLS-SEM, showing that predictors explain 64% of the variance of the intention to adopt the certification.
Besides, blindfolding confirmed a strong degree of predictive relevance. The results suggest that access to extension services is an important factor to increase the feasibility of adoption, that is, to transform a desire into a readier state of will. Social norms from the farmers’ community also have an important role generating desire, in fact much more important than attitudes. This suggests that the regional ecosystem, reflected in the way farmers integrate community values and involve in networks, is an element to consider in studying the adoption of sustainable farming practices.
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Goal-directed behavior , Innovation , Sustainability , Fishfarming , Networks