Exploring the Factors Driving Coffee Farmers' Innovative Behavior in GAP Implementation: A TPB Approach

This study aims to identify the factors underlying the innovative behavior of coffee farmers in implementing Good Agriculture Practice (GAP) using the Theory of Planned Behavior (TPB). The main variables studied are attitudes, subjective norms, and Perceived Behavioral Control, followed by local characteristics and innovation of variables as additional variables of the TPB concept. Data were analyzed quantitatively with primary data through distributing questionnaires to 120 Arabica coffee farmers in Solok Regency. The PLS-SEM method was used to analyze statistical data. The study found that innovation characteristics directly affect attitudes and knowledge, while local characteristics only affect attitudes. Perceived Behavioral Control affects farmers' innovative intentions and behavior. Innovation characteristics indirectly affect innovative behavior in implementing GAP through knowledge and intentions, while farmer knowledge indirectly affects innovative behavior through farmers' intentions in implementing GAP. This study offers further insight into how innovation characteristics, local context, and perceived behavioral control significantly shape coffee farmers' attitudes, intentions, and innovative behavior in adopting Good Agriculture Practices (GAP). By accommodating more factors that affect intentions and behavior, adding new variables can improve the accuracy of the predictive model. This allows us to predict better how farmers will respond and adopt good agricultural practices. The results of this study can provide valuable information for policymakers and businesses to develop more effective strategies to encourage farmers to implement GAP.