Intention to Transition: Natural Rubber Smallholders Navigating the Risks of Farming

Abstract

This study delves into the decision-making dynamics of Indonesian rubber farmers amidst a significant agricultural transition from traditional rubber farming to diverse agricultural practices. Anchored in the Theory of Planned Behavior (TPB) and Protection Motivation Theory (PMT), this research elucidates the multifaceted interplay of the psychological, social, and environmental factors influencing these transitions. Utilizing Structural Equation Modeling (SEM) to analyze data from structured interviews and questionnaires, this study presents a nuanced understanding of how a higher awareness of the risks associated with rubber farming negatively impacts farmers’ attitudes, adherence to social norms, and perceived behavioral control. The findings reveal that while heightened risk understanding and threat appraisal motivate a shift towards alternative agricultural practices, factors like community norms and perceived behavioral control significantly deter this transition. This research contributes a novel integration of the TPB and PMT in the context of agricultural decision making, offering pivotal insights for stakeholders and policymakers aiming to foster sustainable agricultural practices and navigate the complex socio-economic landscape of Indonesia’s agricultural sector.