Sustainable Farming Practices, Awareness, and Behavior in Small Farms in Brazil

Abstract

This paper investigates the relationship between the use of digital and non-digital sources of information on sustainable farming practices, institutional pressure, and adoption of such practices by farmers in Brazilian semi-arid lands. The research uses a model based on the theory of reasoned action (TRA) and the institutional theory. The results for a sample of 100 Brazilian farmers show that non-digital sources of information and ‘coercive’ and ‘normative’ pressures have a positive impact on farmers’ attitude towards and actual adoption of sustainable farming practices. However, digital sources of information such as TV and radio do not play a significant role. In addition, pro-environmental attitude drives sustainable behaviour through the adoption of three out of the five sustainable farming practices investigated. Research and policy implications are also discussed.