Improving Attitude-Behavior Prediction Models with Economic Variables: Farmer Actions toward Soil Conservation

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Abstract
Although economists have long argued that the primary motivator of farmer soil conservation behavior is money, income alone was not found statistically significant in this study. Using a Fishbein model of the attitude-behavior relationship modified with an income variable, income was both significant and had a moderating effect on the influence of conservation attitudes. Stronger conservation attitudes and higher income increased the probability of more soil conservation behavior by Florida Panhandle farmers in 1983 and 1984. Farmers with higher incomes, however, tended to have weaker attitudes toward conservation action. The “comfortable life” value, which leads to more income, was apparently being traded off against the “world of beauty” and “being responsible” values, which were associated with conservation action.

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