Using the theory of planned behavior to understand the intention of small farmers in diversifying their agricultural production

- Attitude and subjective norm influence farmers' intention to diversify.
- Emphasizing the drivers of attitude increase the intention of farmers to diversify.
- People close to farmer can be used to disseminate information about diversification.

The academic and political debate about small farms and rural development has been extended recently. The diversification of agricultural production is important, because it contributes to rural development. The objective of this study was to identify which and how underlying psychological factors affect farmers' intention to diversify their agricultural production. To reach this objective, the theory of planned behavior (TPB) was used as a main framework. 101 farmers were interviewed in the northwest region of the state of Rio Grande do Sul/Brazil, who have milk production as their main source of income. Results showed that farmers have a low intention to diversify their agricultural production. Results also showed that the three TPB constructs attitude, subjective norm and perceived behavioral control are positively correlated with the intention. In addition, the results demonstrated the behavioral, normative and control beliefs that drive attitude, subjective norm and perceived behavioral control, respectively. Results of this study can contribute to the development of strategies and public policies to enhance the diversification of agricultural production by small farmers, and therefore contribute to rural development.