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Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice

The purpose of this study is to clarify influencing factors on the adoption and continuing practice of urban agriculture, and to propose communication guidelines to encourage more adoption and long-term practice. The psychological theories of the Theory of Reasoned Action (TRA), the Theory of Planne...

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Detalles Bibliográficos
Autores principales: Sereenonchai, Sukanya, Arunrat, Noppol
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9819773/
https://www.ncbi.nlm.nih.gov/pubmed/36612323
http://dx.doi.org/10.3390/ijerph20010001
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author Sereenonchai, Sukanya
Arunrat, Noppol
author_facet Sereenonchai, Sukanya
Arunrat, Noppol
author_sort Sereenonchai, Sukanya
collection PubMed
description The purpose of this study is to clarify influencing factors on the adoption and continuing practice of urban agriculture, and to propose communication guidelines to encourage more adoption and long-term practice. The psychological theories of the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Health Belief Model (HBM) were integrated to explain people’s behavior. Both quantitative and qualitative approaches were employed with 325 villagers of 13 communities in seven provinces of Thailand. The following techniques and instruments were used: a statistical analysis crosstab, stepwise multiple linear regression, one-way ANOVA, multinomial logistic regression, decision tree analysis, and descriptive content analysis using QDA lite miner software. The key results clearly show that attitude, perceived benefits, and perceived readiness were a significantly positive influence on those who adopted urban agriculture. Key drivers to villagers’ intention to continue practicing urban agriculture for the initiator group who own agricultural land were perceived to be behavioral control and social norm, while perceived readiness and communication played a crucial role for other groups to continue practicing urban agriculture. Communication guidelines to promote long-term urban agriculture practice can be designed based on the EAST framework, by making it easy, attractive, social, and timely, and through the Critical Participatory Action Research process.
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spelling pubmed-98197732023-01-07 Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice Sereenonchai, Sukanya Arunrat, Noppol Int J Environ Res Public Health Article The purpose of this study is to clarify influencing factors on the adoption and continuing practice of urban agriculture, and to propose communication guidelines to encourage more adoption and long-term practice. The psychological theories of the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Health Belief Model (HBM) were integrated to explain people’s behavior. Both quantitative and qualitative approaches were employed with 325 villagers of 13 communities in seven provinces of Thailand. The following techniques and instruments were used: a statistical analysis crosstab, stepwise multiple linear regression, one-way ANOVA, multinomial logistic regression, decision tree analysis, and descriptive content analysis using QDA lite miner software. The key results clearly show that attitude, perceived benefits, and perceived readiness were a significantly positive influence on those who adopted urban agriculture. Key drivers to villagers’ intention to continue practicing urban agriculture for the initiator group who own agricultural land were perceived to be behavioral control and social norm, while perceived readiness and communication played a crucial role for other groups to continue practicing urban agriculture. Communication guidelines to promote long-term urban agriculture practice can be designed based on the EAST framework, by making it easy, attractive, social, and timely, and through the Critical Participatory Action Research process. MDPI 2022-12-20 /pmc/articles/PMC9819773/ /pubmed/36612323 http://dx.doi.org/10.3390/ijerph20010001 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Sereenonchai, Sukanya
Arunrat, Noppol
Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice
title Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice
title_full Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice
title_fullStr Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice
title_full_unstemmed Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice
title_short Urban Agriculture in Thailand: Adoption Factors and Communication Guidelines to Promote Long-Term Practice
title_sort urban agriculture in thailand: adoption factors and communication guidelines to promote long-term practice
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9819773/
https://www.ncbi.nlm.nih.gov/pubmed/36612323
http://dx.doi.org/10.3390/ijerph20010001
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