Hybrid Vigour of Behavioural Theories in the Agribusiness Research Domain. Is It Possible?

Motives, values and attitudes are key components of the decision-making process. Behavioural studies in agribusiness focus on using these three components to understand the decision-making processes of farmers (Morris & Potter 1995). Literature on three behavioural theories is reviewed with the aim of concluding if the theories can be combined for agribusiness research. Fishbein and Ajzen’s Theory of Reasoned Action (1975), Ajzen’s Theory of Planned Behaviour (1991) and Rogers’ Diffusion of Innovations Theory (1995) are empirically described and their application to agribusiness research is discussed. Findings suggest that although these behavioural theories lost popularity in applied research in the 1980s, they still have application to current rural sociology research. Research is also reviewed to show that the strengths of each behavioural theory can be “hybridised” to construct new valid and reliable theoretical frameworks.