Title

The theory of planned behaviour, micro-growers and diversification: An exploratory study

Document Type

Journal Article

Publisher

Emerald Publishing Limited

School

School of Business and Law / Markets and Services Research Centre (MASRC)

RAS ID

19331

Comments

Originally published as: Alonso, A.D., Krajsic, V. (2015). The theory of planned behaviour, micro-growers and diversification: An exploratory study in Journal of Enterprising Communities, 9(2), 94-113. Available here.

Abstract

Purpose – The purpose of the study is to study diversification among Australian olive growers in various regions, as well as perceived opportunities and challenges of olive growing from the perspective of micro olive growers. In doing so, the study considers and adopts the theory of planned behavior (TPB). Design/methodology/approach – Semi-structured interviews with 24 micro olive growers operating in the Australian state of New South Wales were conducted. Findings – The findings partly identify alignment with the TPB. Essentially, attitude or growers’ favourable assessment to diversify appears to determine growers’ intention to implement diversification strategies, including adding value to olive production, and marketing it through tourism. In contrast, subjective norm, which refers to the impact of social influence or pressures, in the case of the present study to growing olives or to diversifying into olive oil production, was to a great extent disconfirmed. Originality/value – Very limited research has investigated the motivations of micro olive growers, especially in the Southern Hemisphere. In particular, the use of the TPB has been adopted to a very limited extent in the context of micro-farm diversification, including among emerging industries such as olive growing in Australia. The study addresses these current research gaps.

DOI

10.1108/JEC-09-2014-0018