Reconceptualising the ‘behavioural approach’ in agricultural studies: a socio-psychological perspective

In rural studies the ‘behavioural approach’, i.e. an actor-oriented, largely questionnaire-based methodology that focuses “on the motives, values and attitudes that determine the decision-making processes of individual farmers” (J. Rural Stud 11 (1995) 51, p. 55), has become increasingly important in the investigation of farmer response to policy initiatives. However, despite the accumulation of a substantial literature base, a failure to maintain contacts with other disciplines has isolated the ‘behavioural approach’ from advances in mainstream behavioural science, and there is evidence of a tendency within some studies to revert to an over-simplistic model of the attitude–behaviour relationship. This study aims to address this issue through discussing the ‘behavioural approach’ in the context of advances in socio-psychological theory. It is argued that behavioural approaches in agriculture could be improved by using Ajzenʹs (Action Control: From Cognition to Behaviour, Springer, New York, 1985, pp. 11–39) theory of planned behaviour as a conceptual framework and, in particular, by taking greater account of normative influences, self-identity, and perceived self-efficacy.