Comprehensive motivational framework to drive paddy farmers towards pluriactivity

Pluriactivity is a livelihood strategy in line with rural resilience. It is a phenomenon of farming in conjunction with other gainful activities. In pluriactivity, the desire and motivation of setting up an extra business and taking necessary actions are crucial. Therefore, the main aim of this study was to identify the underlying components of pluriactive paddy farmers’ motivation and also the factors affecting them. The study was implemented based on the quantitative data obtained from 182 pluriactive paddy farmers. The results of the exploratory factor analysis accentuated that there are three components in each of the pull and push typologies. The components related to pull motivation included personal aspirations and pursuit (C1), proper conditions and facilities (C2) and growth and service markets (C3). Likewise, the components related to push motivation included financial status and job creation improvement (C4), uncertainty and risk mitigation (C5) and paddy farming economic enhancement (C6). Also, it was revealed that two motivational components of personal aspirations and pursuits (C1) and financial status and job creation improvement (C4) are attributed to paddy farmer’s age of the pluriactivity initiation and also the farm size variables. It is imperative to consider both pull and push strategies in directing paddy farmers towards extension and development of pluriactivity in rural areas to enable farmers achieve sustainable livelihood in line with rural resilience.