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

The theory of planned behaviour, micro-growers and diversification: an exploratory study 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 behaviour (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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Enterprising Communities People and Places in the Global Economy Emerald Publishing

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

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References (44)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1750-6204
DOI
10.1108/JEC-09-2014-0018
Publisher site
See Article on Publisher Site

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 behaviour (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.

Journal

Journal of Enterprising Communities People and Places in the Global EconomyEmerald Publishing

Published: May 11, 2015

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