What influences the intention to adopt aquaculture innovations? Concepts and empirical assessment of fish farmers’ perceptions and beliefs about aquafeed containing non-conventional ingredients

Abstract The Theory of Planned Behavior (TPB) has so far found few applications in aquaculture research. Using Rogers’ innovation adoption characteristics as a complementary framework, we explore its relevance in describing Indian carp farmers’ perceptions of the attributes of fish feed containing non-conventional ingredients (seaweeds, freshwater macrophytes, microalgae and microbes), and in understanding the factors influencing their intention to use these feeds. We find that fish farmers familiar with manufactured feed tend to have more positive attitudes to the inclusion of non-conventional ingredients in fish feed than those who are not. Perceived peer pressure, importance and benefits from the novel aquafeed, perceived comparative advantage and uncertainty regarding outcomes from its use are the main determinants of intention to adopt the proposed feed innovation. The combined application of the TPB and Rogers’ innovation framework provides valuable insights into fish farmers’ attitudes and behavioral intention toward innovation adoption, and we recommend its wider use for designing interventions that promote technological innovations and improved farm management. By exploring the underpinnings of intention to adopt an innovation, our study contributes to the literature on fish farmers’ behavior and attitudes to innovations in aquaculture.