An interdisciplinary framework to study farmers decisions on adoption of innovation: Insights from Expected Utility Theory and Theory of Planned Behavior

Abstract

This study presented a conceptual framework based on Expected Utility Theory (EUT) and Theory of Planned Behavior (TPB) to study farmers’ decision on adoption of innovations. The framework explains the adoption decisions as a dynamic process, assuming a complex interaction of groups of variables coming from both theories. The combination of EUT and TPB overcomes some restrictions that arise when just one theory is used to study the adoption decision.