Using the Theory of Planned Behavior to Examine the Sustainable Extension of Rural Food Preparation Techniques

Abstract

Social transformation has caused traditional rural food preparation techniques and cultural heritage to disappear gradually. Traditional rural women are in charge of rural traditional food preparation techniques, which they inherit through the family. Therefore, this study primarily aimed to employ the theory of planned behavior (TPB) to analyze the effects of attitudes toward rural food preparation techniques, subjective norms, and perceived behavioral control on behavioral intention to ultimately understand the behavioral intention of rural women in the sustainable extension of rural food preparation techniques. The TPB was utilized as a basis for conducting a quantitative study using questionnaire surveys. Purposive sampling and snowball sampling were employed, and 800 questionnaires were distributed. In total, 649 valid questionnaires were collected, and the recovery rate was 81.1%. The study tools used included the attitude scale, subjective norms scale, perceived behavioral control scale, and behavioral intention scale. The data were analyzed using confirmatory factor analysis, descriptive statistics, Pearson product difference correlation analysis, and multiple regression analysis. The results showed that attitudes toward rural food preparation techniques, subjective norms, and perceived behavioral control in rural women significantly affected the behavioral intention of sustainable extension. These results can provide agricultural organizations and relevant units with a reference for the sustainable extension of traditional food preparation techniques.

Determinants of Smallholder Rice Farmers’ Willingness-to-Pay for Private Extension Services in Liberia: The Case of Gibi District

“…Therefore, behavioral intention precedes attitude towards the behavior, which the individual evaluates as favorable or unfavorable. The TPB has been variously applied to examine the sustainable extension of food preparation techniques in rural areas of Taiwan [41] to predict WTP for municipal solid waste management in Beijing [42], and to assess the health safety behavior of farmers in Turkey [43].…”

“…From an empirical perspective, past studies have employed the double-bounded contingent valuation method (CVM) to operationalize the TPB [41,43]. The advantge of using the CVM to operationalze the TPB derives from its ability to model real-world phenomena through the creation of contigent or hypothetical scenarios that are offered to potential consumers to express their WTP [44][45][46].…”

Proposal of a Model of Irrigation Operations Management for Exploring the Factors That Can Affect the Adoption of Precision Agriculture in the Context of Agriculture 4.0

“…Theories for studying human behavior, such as the Theory of Planned Behavior (TPB) [21], were applied in rare cases in previous studies [22]. The TPB provides a solid conceptual framework useful for analyzing farmer behavior [23][24][25].…”