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Research Article

Farm Size Mediates Behavioural Drivers of Pesticide Use: A Theory of Planned Behaviour Study of Vegetable Farmers in Eastern Uttar Pradesh, India

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Rudra Pratap Singh — Department of Entomology, Acharya Narendra Deva University of Agriculture & Technology, Kumarganj, Ayodhya -224 229, Uttar Pradesh, India
Sarvesh Kumar — Department of Agricultural Economics, Shri Durga Ji Post Graduate College, Chandeshwar, Azamgarh - 276 128, Uttar Pradesh, India
Vikalp Narayan Rai — Department of Agriculture, Government of Uttar Pradesh, Azamgarh - 276 001, Uttar Pradesh, India
Published 27 Jul 2026 Vol. 21 No. 2 (2026), pp. 347-352
❝ How to cite 🔗 https://doi.org/10.48165/jefa.2026.21.2.28
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Abstract

The overuse of synthetic pesticides in agriculture poses significant threats to human health and the environment, particularly in developing regions. While technical solutions exist, their adoption is often hindered by behavioural factors. This study employs the Theory of Planned Behaviour (TPB) to investigate how behavioural determinants—attitudes, subjective norms, perceived behavioural control (PBC), and risk perception—influence pesticide use intentions among vegetable farmers, with a specific focus on variation by farm size. A survey of 132 farmers in Eastern Uttar Pradesh, India, was conducted using a pre-tested 21-item Likert-scale questionnaire. Respondents were categorised into marginal (<1 ha), small (1–2 ha), and medium & large (>2 ha) landholding groups for comparative analysis. While all farmer groups expressed positive attitudes toward reducing pesticide use, particularly for health and environmental reasons, this did not uniformly translate into strong intentions. PBC and risk perception were critical mediators. Smallholders demonstrated the highest risk awareness but the lowest PBC and weakest intentions to adopt safer practices, revealing a significant capacity-action gap. Medium-scale farmers exhibited the highest concern over yield and income loss, while large-scale farmers reported the highest PBC and strongest intentions to adopt non-chemical methods. Subjective norms varied, with peers most influential among medium-scale farmers. Landholding size is a critical determinant shaping the psychosocial pathways to pesticide use. The findings underscore the need for differentiated, size-sensitive interventions. Policies should prioritise capacity building and resource access for smallholders, risk mitigation strategies for medium-scale farmers, and leverage the demonstration potential of large-scale farmers to foster sustainable pest management transitions.

KeywordsTheory of Planned Behaviour (TPB)pesticide usefarm sizerisk perceptionsmallholdersvegetables
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