Farmer Behaviour Towards Crop Insurance in Haryana: A TPB Approach

Crop insurance products are a medium to mitigate and minimise risk arising out of natural and other calamities eventually leading to losses to farmers. In the Indian context, farming is not a lucrative profession and farmers suffer huge losses historically. These dynamics of the Indian agricultural sector make the crop insurance products an important product for the framers. Here we examined the factors affecting farmers’ behavioural intention towards buying crop insurance products in Haryana. Haryana was specifically chosen for the conduct of this study because of its rich agricultural background. The Theory of Planned Behaviour (TPB) has been used as a theoretical framework to create and test a model for explaining farmer behaviour in relation to crop insurance purchases. Data collected from 300 farmers in Haryana was analysed using PLS-SEM. This study’s findings have influential practical implications for both policymakers and practitioners. Moreover, we contribute to a deeper understanding of farmers’ crop insurance buying processes by advancing a model that can be used by future researchers.