Modeling pear farmers’ pesticide use behavior in Türkiye through the theory of planned behavior

Despite the critical role of pesticide management in sustainable agriculture, no prior study has applied the Theory of Planned Behavior within a Structural Equation Modeling framework to examine pear farmers’ pesticide use in Türkiye. To address this gap, this study investigates factors shaping pear farmers’ intentions and behaviors regarding pesticide use in Bursa Province, a region with high agricultural potential and one of Türkiye’s highest pesticide consumption rates. Data were collected from 290 pear producers through face-to-face surveys and complemented by official statistics. A quantitative approach was employed, using Structural Equation Modeling to test associations among Theory of Planned Behavior constructs: attitude, subjective norms, perceived behavioral control, intention, and pesticide use behavior. Results show that subjective norms exert a significant negative effect on pesticide use intention, whereas perceived behavioral control has a positive and significant influence on intention. Attitudes toward pesticide use were not significantly associated with pesticide use intention, and neither perceived behavioral control nor intention had a significant direct effect on pesticide use behavior, indicating a clear intention–behavior gap. These findings highlight that social pressures and perceived control shape intentions, yet structural, informational, or contextual barriers may prevent intentions from translating into practice. The study contributes to the literature by integrating the Theory of Planned Behavior with Structural Equation Modeling in pear production, offering empirical evidence to inform policymakers and agricultural extension services in designing targeted interventions for sustainable pesticide management. The insights are particularly relevant for regions with high pesticide dependence and for enhancing global pear production sustainability.