Modeling the Intention and Usage of Organic Pesticide Control using Value-Belief-Norm Model

The degradation of farming lands caused by excessive pesticide usage is a growing concern. One of the most effective strategies for preventing this disaster from worsening is to commence organic pesticide management at a mass level. Although farmers depend highly on synthetic pesticides and fertilizers to obtain higher yields and profitable returns, the adoption of these synthetic inputs have remained surprisingly low in many agricultural contexts, spanning both developing and developed countries. The goal of this study is to utilize the Value-Belief-Norm (VBN) theory as a framework for understanding the critical sociopsychological factors influencing farmers’ decision to use organic pesticides. Specifically, this study aims to introduce and assess the impact of a new construct, i.e., the social norm withing the VBN framework. Additionally, this study empirically evaluates the core components of VBN theory and their causal relationship. The data was collected from 322 farmers from Zhoukou, Henan province, China using a survey questionnaire. The findings show that farmers' egoistic values significantly impact the ecological worldview, despite the fact that biospheric values had no discernible effect. The ecological worldview also profoundly influences the farmers' awareness of consequences and their personal norms. Although the study finds awareness of consequences to have no significant effect on personal norms, it has a substantial positive impact on ascription of responsibility. In addition, ascription of responsibility significantly influences farmers' personal norms, which substantially impacts the intention to use organic pesticides. The results also reveal that farmers' intentions significantly impact the usage of organic pesticides. The study's findings can help strengthen essential factors among farmers that can improve their perception of organic agricultural methods, create strategies for managing controlled agrochemicals, and successfully stop environmental degradation by toxic inputs.