Factors Affecting the Behavioural Intention to Adopt Crop Diversification Using Theory of Planned Behaviour: A Study on Farmers of Jalpaiguri District

Crop diversification is a major weapon to meet food security by improving soil fertility, reducing the risk of drought, water shortages and reducing erosion. The adoption of crop diversification heavily depends on the behavioural intentions of farmers. The article attempts to analyse the factors affecting the behavioural intention to adopt crop diversification using the theory of planned behaviour (TPB). Primary data were collected from 753 farmers from all the blocks in the Jalpaiguri district of West Bengal. Various statistical tools, involving factor analysis and structural equation modelling (SEM), have been used for this study. The result indicates attitudes and subjective norms (SN) have a negative effect, whereas perceived behavioural control (PBC) and perceived benefits of crop diversification have a positive effect on the behavioural intention of crop diversification. The study recommends that the promotion of crop diversification should focus on enhancing PBC and highlighting the tangible benefits of diversification, even if the farmers have negative attitudes or negative SNs.