2020-1143 IJOI https://www.ijoi-online.org/

THE STUDY OF COUNTRY WOMAN’S INTENTION TO ADOPT AGRICULTURE IN MIDDLE

Associate Prof. Dr. Yi-Yu Shih The Department of International Business, I-Shou University, No.1, Sec. 1, Syuecheng Rd., Dashu ., County 84001, Taiwan, R.O.C.

Prof. Dr. Ting-Yang Liu Graduate Institute of Human Resource and Knowledge Management, National Kaohsiung Normal University, No.116, Heping 1st Rd., Lingya District., Kaohsiung City 80201, Taiwan, R.O.C.

Doctoral Student Wen-Hao Wu Department of Business Management, National Sun-Yat sen University, 70 Lienhai Rd., Kaohsiung 80424, Taiwan, R.O.C.

Adjunct Assistant Professor Dr. Ming-Feng Wu* Department of International Business, I-Shou University, No.1, Sec.1, Syuecheng Rd., Dashu District., Kaohsiung City 84001, Taiwan, R.O.C *Corresponding author: [email protected]

Prof. Dr. Yung-Hsiang Lu Department of Bio-Business Management, National University, No. 580, Sinmin Rd., West Dist., Chiayi City 600, Taiwan, R.O.C.

Abstract

Women are an important force input in the labor market. Especially in rural areas, country women not only bear both the household and economic burden, but are also a core force significant for community development. Their presence can be seen in rural

320 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ education, children's welfare, care for the elderly, medical care, community develop- ment and other public affairs. Therefore, it is an important topic for Taiwan's agricul- tural economy and community development to understand the factors that will affect the country women's input in agricultural production, and to empower ad assist the country women. After reviewing the relevant research on country women, this study proposed a framework combining psychological variables and mode of input in coun- tryside, trying to explain the basis that may affect the country women's engagement in agriculture. The opinions of 250 country women in Middle Taiwan were collected to serve as the basis of the analysis. In Mode 1, if we only consider the influence of background variables on the intention to adopt agriculture, the variables that will country women’s intention to adopt agriculture include: family income (β =.352), Number of children in the family (β = -.131), farm size (β = -.432), number of farm machinery owned (β =.539), and the explanatory power of the overall regression mode is .283. However, once the psychological variables are added, the family in- come and number of family members will become insignificant. Even if the influence of the educational level, farm size and number of farm machinery owned reaches the significant level, it is very weak. It shows that the introduction of psychological vari- ables will occupy most of the influence of the background variables on the intention to adopt agriculture. Obviously, psychological variables are the main factors that af- fect the country women's intention to stay in rural areas to adopt agriculture.

Keywords: intention, TPB, agriculture, women.

Introduction easy to be distinguished clearly, while women are the major family members Women have always been an in- participating in non-transactional activi- dispensable labor force in the labor ties. In many rural areas, women not market. Compared with ordinary women, only need to do household work, spend country women may play a more special time in farming in the field, but also par- role. Most of the women's labor supply ticipate in the development of public will focus on general work, leisure, and affairs of the community, making sig- household work, while country women nificant contributions to the local com- may cover a relatively wider range of munity's agricultural development, labor. The production activities of the medical services, rural education and family-style agriculture will generally be even the care of the elderly. combined with the transactional eco- nomic activities and livelihood activities According to a survey conducted (such as household work), which are not by Tseng (2000) on women who are en- 321 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ gaged in farming in Kaohsiung and input, educational level, agricultural ex- Pingtung, 45% of them want to develop perience, family support and other vari- sidelines due to the impact of Taiwan's ables have a significant impact on rural accession to the WTO on their own in- young farmers' intention to adopt agri- dustries; 51% of them think that them- culture. Huang (2004) took the non- ag- selves are the first choice if one of the ricultural labor force returning to agri- family members has to find a part-time culture as the object and explored the job or transfer from agriculture; 63% of factors affecting their choices to return them hope to transfer their jobs or find a to adopt agriculture. The results showed part-time job through the employment that the choice of returning to adopt ag- guidance, special cultivation and other riculture is influenced by personal char- activities organized by the government. acteristics such as "age" and "educa- As for the purpose of part-time work, tional level", as well as other factors like Khandker (1988) investigated the labor "whether to keep asking about the work participation of married women in information of non-agricultural sector Bangladesh and found that their own after returning", "the difference in places wage rate and husband's educational to which they return" and "the number level had a positive effect on the labor of dependent population in the peasant participation rate of women. Bokemeier household" and Garkovich (1987) found that Wang (2009) found that psycho- women’ attitude toward role identity will logical factors, including work values, significantly affect the degree of their can affect people's adoption of agricul- participation in agricultural work. Liu ture; Wernick and Lockeretz (1977/1980) (2001) found that women’s labor choice initiated the research on the impact of will be affected by such explanatory farmers' planting motivation on the variables as the livelihood mode of farm choice of agricultural production mode families, women's wage rate and per- and output; Conacher and Conacher sonal characteristics (such as educa- (1982), Willer and Gillmour (1992) tional level, age, life stage). Liu (2001) found that farmers’ choice of farming surveyed 245 farmers in Taiwan, and method will be influenced by their af- found that farm livelihood, women's in- fection toward the land and their care to come and personal characteristics may the environment, both of which belong affect women's labor choice. to the broad level of attitude. Therefore, Other relevant studies on farmers' this study also continues to explore the choice include: Wang (2009) found that impact of attitude on the intention to work values, work satisfaction, work adopt agriculture, and whether there are 322 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ other important influencing factors. responsibility to their families, con- sumers and the land (Cranfield, In this regard, this study further re- Henson & Holiday, 2009); farmers’ viewed the relevant studies and found knowledge and experience (Golledge that attitude is an important factor af- et al., 1972; Gold, 1980; Kates, fecting farmers' psychology and farming 1962); attitude (Best, 2008). behavior (including continuous adoption of agriculture or choice of planting 2. Farmer’s background factors: Part methods), (Conacher & Conacher, 1982; time or full-time, farm scale and the Dubgaard & Sorensen, 1988; Fisher, length of transfer time (Duram, 2000; 1989; Beus & Dunlap, 1990/1991; Lockeretz, 1995); age, educational Milder et al., 1991; Duram, 1997/2000; level, social customs and culture, Best, 2008). Besides, although farmers sources of agricultural information, may also be attracted to continue or re- curiosity about farming, flexibility turn to adopt agriculture by economic and risk tolerance (Bultena & factors (Fisher, 1989; Bruckmeier et al., Hoiberg, 1986; Korsching & Hoban, 1994; Lockeretz, 1995; Duram, 2000; 1990; Lockeretz, 1997; Regouin, Jansen, 2000; Padel, 2001; Rigby et al., 2002). 2001), yet, compared with attitude, such 3. Health and food safety considera- economic factors have less influence tions: Farmers' attention to them- (Burton et al., 1999; Lohr & Salomons- selves, their families and consumers son, 2000; Pietola & Lansink, 2001; (Lockeretz & Madden, 1987; Fisher, Darnhofer et al., 2005). 1989; Milder et al., 1991; Duram, In addition to the attitude and eco- 2000); food safety considerations nomic incentives, other factors affecting (Milder et al., 1991). farmers' adoption of agriculture include: 4. External environment: Including psychological factors, farmer’s back- modern technology, social customs ground, health and food safety consid- and culture (social contexts), agri- erations, and external environment. cultural policy and system (institu- 1. Psychological factors include: tional settings), agricultural product farmers’ psychological and cognitive channel, market structure and fi- differences or preferences for adop- nance (Duram, 2000; Fairweather, tion of agriculture (psychological 1999; Darnhofer et al., 2005). differences) (Austin et al., 2001; Therefore, to sum up, the fac- McGregor et al., 1996; Nuthall, 2001; tors that affect people's consideration Willock et al., 1999); their sense of 323 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/

on adoption of agriculture are not 3. Discuss whether the attitude, subjec- only personal characteristics and tive norm and perceived behavioral con- economic considerations, but also trol will affect the country women's in- farmers' attitude, sense of responsi- tention to adopt agriculture bility, perception, past experience, Literature Review personal background (educational level, acreage under cultivation, in- 1. The theory of planned behavior come, number of family members, Ajzen (1991) put forward the the- age, gender, farm structure, ory of planned behavior (TPB), which is crop types), as well as some psy- a widely used psychological theory. chological factors. Even the agricul- TPB pointed out that the Behavioral In- tural policies, market structure, so- tention (BI) is a kind of cognitive activ- cial context, channels, technical ity, which reflects the individual's will- support and information channels of ingness to engage in a Behavior and the external environment may also Conscious Plans, and is an indicator of be variables affecting farmers' be- predicting the Behavior. Ajzen also be- havior choices. lieved that the correlation between be- In view of the above research havioral intention and behavior is very background, this study planned to ex- high, BI is determined by the Attitude plore what factors would affect the labor Toward the Behavior and Subjective participation of country women in Tai- Norm. In addition to this, TPB also takes wan. For this purpose, it adopted the into account the Perceived Behavioral widely-applied theory of social psy- Control. TPB predicts that the more chology, i.e., the theory of planned be- positive an individual's attitude toward a havior (TPB), to explain the country behavior is, the more normative pressure women’s choice to adopt agriculture. he feels around him, and the more con- According to the above, this study also trol he perceives over the behavior, the has the following research purposes: stronger his intention to engage in the behavior. For example, whether a 1. Understand the country women’s at- woman will stay in rural areas to adopt titude, subjective norm, perceived be- agriculture depends on her intention, havioral control and intention to adopt which is further determined by the fol- agriculture. lowing three aspects: (1) Whether she 2. Clarify whether the background fac- thinks it is a good or bad choice, simple tors will affect the country women's in- or difficult, to stay in the countryside to tention to adopt agriculture. adopt agriculture, or whether it is some- 324 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ thing that she should do; (2) Whether In addition, Ajzen found that Be- she thinks that the important people in havioral Intention is similar to Behavior. her mind would agree or encourage her Therefore, BI was regarded as Behavior to stay in the countryside; (3) her sub- (B) in many of Ajzen’s researches and jective belief in the difficulty or feasibil- subsequent related researches. ity of staying in the countryside to adopt 2. Attitude agriculture. In addition, because the behavioral "Attitude" refers to the positive or control perceived by an individual has negative evaluation of a certain behavior more or less some practical basis, such held by an individual. The measurement perception indirectly reflects a certain of attitude toward a certain behavior is degree of practical difficulty; even if not composed of the sum of the product of through BI, the individual’s perceived an individual’s “Behavioral Belief” and control can also be related to behavior “Outcome Evaluation”. The measure- (through practical difficulty). Therefore, ment of Attitude can be shown as fol- in the structural mode of TPB, the rela- lows in the functional formula: tionship between behavior and perceived Eq. 1: AT=Σnbiei control is often represented by dotted lines. In Eq.1, bi is an individual's belief (subjective probability) that "behavior B 1. Behavior Intention will lead to the i-th result", i.e. "Behav- Ajzen believes that the Behavioral ior Belief", such as the belief that it will Intention (BI) in TPB covers the motiva- be good for oneself to stay in the coun- tional factors behind the Behavior, tryside to adopt agriculture; ei is an indi- which reflects the degree of people's vidual's evaluation of the i-th result, willingness to try a Behavior or how such as the importance attached to stay- much efforts they plan to make for a ing in the countryside to adopt agricul- Behavior. The stronger an individual's ture, and n is the sum of these beliefs. In intention to engage in a Behavior, the summary, the more positive results a more likely such Behavior will occur. If person believes that a certain behavior we examine TPB theory, we can find can bring, the stronger his attitude to- that BI is mainly determined by Attitude ward it. Toward the Behavior (AT), Subjective 3. Perceived norms Norm (SN) and Perceived Behavioral Control (PBC). That is to say, these Perceived norm refers to the exter- three variables will affect BI. nal pressure from the society or refer-

325 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ ence group that an individual perceives 4. Perceived Behavioral Control when he/she engages in a specific be- Ajzen (1988, 1991) held that the havior. In other words, Subjective Norm Perceived Behavioral Control (PBC) refers to the pressure from the important reflects the past experience of an indi- related persons around an individual and vidual and the expected obstacles. The the reference group that an individual more resources and opportunities an in- feels when he / she is engaged in a spe- dividual thinks he has, the fewer obsta- cific behavior. The measurement of cles he expects, and the stronger the Subjective Norm is composed of the PBC is. According to Ajzen and Madden sum of the product of the individual's (1986), PBC can affect Behavior (B) in "Normative Belief " and " Motivation to two ways: Comply". The measurement of Subjec- tive Norm can be shown as follows in (1) PBC has Motivational Implications the functional formula: for the Behavioral Intention (BI). If an individual thinks he lacks resources and Eq. 2: SN=Σnbjmj opportunities to complete a certain be-

In Eq. 2, bj is the Normative Belief havior, he cannot form a strong BI, even of the j-th important person that the in- if he has a positive attitude towards the dividual refers to (referent), that is, the Behavior and believes that the important degree to which the individual thinks referent also agrees with the occurrence that the j-th person will agree or disagree of the Behavior. In this case, the influ- with his Behavior (B), for example, ence of PBC on B is mediated by "Be- whether his friends think he should stay havioral Intention" in the countryside to adopt agriculture, (2) PBC can also directly relate to B, but while mj is the motivation to comply this only happens under the following with the j-th person, for example, if he two premises: thinks that he should follow his friends' advice and stay in the countryside to I. The Behavior to be predicted is not adopt agriculture. In other words, the under the control of complete will; more an individual believes that these II. PBC reflects a certain degree of important related persons support him to Actual Control engage in certain behaviors, and the more motivated he is to listen to these As the actual control can affect the important related persons, the stronger PBC and Behavior of an individual at he thinks that the support he receives for the same time, when an individual per- taking this Behavior will be. ceives the behavioral control, it will also

326 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ have a direct impact on behavior. Chuang and Lin (2006) reviewed the literatures on the labor supply of Ajzen (1991) held that the Per- women in Taiwan from 1979 to 2003, ceived Behavioral Control is composed and found that among the variables of of the sum of product of the individual’s women’s work productivity, age has a Control Belief and Perceived Facilita- positive impact, while the quadratic term tion. The measurement of the Perceived of age has a negative impact, and their Behavioral Control can be shown as comprehensive impact is inverted follows in the functional formula: U-shaped; educational level and work

Eq. 3: PBC = Σncjpi experience mostly have positive impacts, and only a few studies indicated a nega- In Eq. 3, ci is the Control Belief, tive impact; wage rate mostly have a which is the belief under which an indi- positive impact. In terms of family work vidual evaluates the resources and op- productivity, the number of children has portunities for engaging in certain be- significantly negative or not significant haviors, and the belief in what obstacles impacts, among which the number of he/she will encounter when engaging in young children (less than 6 years old) such behaviors. pi is the Perceived has a negatively impact, while the im- Power, which is a subjective assessment pact of the number of older children is of how these resources, opportunities not certain. In terms of family income and obstacles will affect the success of and wealth variables, husband's income, behaviors. For example, the more re- wages and educational level have nega- sources or the less obstacles an individ- tive impacts, while the impacts of living ual believes he/she has for engaging in area and self-owned housing are not certain behaviors, the stronger the be- certain. It can be seen that age, educa- havioral control he thinks he has. And tional level and wage rate of Taiwanese the more an individual believes that women have positive impacts on labor his/her own behavioral resources are productivity; however, number of chil- enough to influence his/her success, the dren's income and spouse's income, stronger behavioral control he/she per- wage and educational level have nega- ceives; or the more he/she believes that tive impacts on women's labor produc- he has to face great behavioral obstacles tivity. that are difficult to overcome, the lower Khandker (1988) thought that deci- the perceived behavioral control. sion on labor participation would affect 2. Relevant research on women’s adop- the time allocation. He took 444 country tion of agriculture women aged between 15 and 49 in

327 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/

Bangladesh as the subjects to conduct ity of their market work time, but reduce empirical research. First, he used probit the probability of household time, while model to explore the factors that influ- the effect on leisure is not significant; ence the participation and non- partici- when the number of children in the fam- pation, and then used the least square ily and the number of young people in- method to estimate the determinants of crease, the probability of household women's time spent on household work, work time will increase but the probabil- and used the tobit model to estimate the ity of market work and leisure will de- effect of the variables on the time spent crease. This study simply used the data on market work. The results showed that: from the Israeli household income and husband’s education had a positive ef- expenditure survey to reflect the deci- fect on women's household work time sions of married women on how to allo- and their labor participation (contrary to cate their limited time among market the research results of Chuang and Lin); work, household work and leisure. It for women without work, their own also showed that women with higher education and age may reduce the educational level are more likely to in- household work time, but their wages vest more time in the workplace. have a positive effect on household Taiwan's agriculture is dominated work time However, Malathy (1994) by family farms, whose livelihood units came to different research findings. are usually composed of husband and Malathy investigated 666 married wife, their children and other immediate women aged 20-59 in the city of Madrac, family members. The husband is mostly India. The results showed that women's a professional or part-time farm operator wages had a negative effect on house- and the main labor, the wife is mostly a hold work time, and their own education regular helper, and the children are also had a negative effect on non-market mostly helpers during the busy farming activities, but the time on children's period. If the marginal productivity of education had no such negative effect. the farm increases (usually expressed by Gronau (1976) divided time into the increase of the average agricultural three kinds of decision-making: market income per household), the husband will work, household work and leisure, and invest more time to work on the farm, conducted an empirical study on married which will reduce the probability of women by using the 1968 Israeli house- women’s investing time to work on the hold income and expenditure survey. farm; and if the non-agricultural wage The improvement of women's own edu- increases, women will be less likely to cational level will increase the probabil- work part-time in the busy farming pe-

328 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ riod and will transfer to work outside the such as irrigation and fertilization. farm. Women engaged in vegetable farming Kimhi and Lee (1996) shared the have different participation in farm work argument that the husbands’ and wife’s due to different operating and farming labor supply on and off the farm will projects on the farm. This study mainly affect each other. They also conducted compared the characteristics of women an empirical study on farm couples by who grow different crops. The results using the 1981 Israeli agricultural census showed that different farming items will data. The results showed that the in- affect the characteristics of women. crease of husband's labor supply on the Different from the argument put farm may lead to the decrease of forward by Liu (1975), Hua (1979) be- off-farm labor supply by himself and his lieved that the factors affecting country wife; the increase of husband's off-farm women's labor participation can be clas- labor supply may also lead to the de- sified into four categories: wage level, crease of his spouse's off-farm labor conditions of the peasant family, supply. non-agricultural employment opportuni- Liu et al. (1998) further discussed ties, women's personal characteristics the characteristics of country women. and family burdens. Hua pointed out in Country women engaged in producing this study that the cultivated land area is rice, vegetables and other traditional the most important factor affecting crops have higher average age, lower women's investment of time on the farm, educational level and longer working followed by the ratio of women to chil- experience on the farm, while country dren, and then the degree of agricultural women who cultivate flowers, livestock, mechanization. The three main factors poultry and other high-value crops have that affect the country women's off-farm lower average age and higher education work are: the number of off-farm em- level. However, country women engaged ployment opportunities, the percentage in rice cultivation spent limited time on of married women and the number of the farm work. The reason for this is that family population. The more the family due to the high mechanization of rice population is, the less the country farming, a high proportion of farming women's participation on the farm is, work have been entrusted to others, fol- and the more the country women's par- lowed by cultivation by the husband ticipation outside the farm is. Besides, alone, while the proportion of women the marital status of country women also responsible for farming alone is very has a significant impact on their labor low. Women only do some routine work, participation, and the percentage of mar-

329 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ ried women is positively correlated to "full-time farm work", "full-time the helpers in busy farming period and off-farm work", and "part-time work on non-agricultural labor participation. and off the farm" and made empirical Lin (1979) found in his study that analysis by using the multinomial logit there is a positive correlation between model. The results showed that: educa- country women's labor participation rate tion years, age and the number of on the farm and women's authority off-farm workers are important factors (summarized as the generalized attitude that affect the type of country women's by this study), and a negative correlation labor participation, and the increase of between their labor participation rate on education years will promote the the farm and the land difference, the age full-time participation of country women of the head of household, the number of in off-farm work. However, it is worth employed people, etc. Hsu (1980) found mentioning that whether there are only that the smaller the farm size, the more three factors that affect the labor par- the cases of part-time work of the peas- ticipation of country women in Taiwan: ant family. In addition, part-time labor education years, age and the number of participation outside the farm is closely off-farm workers. According to the related to off-farm wages and farm in- above literature review, this study con- come. Du (1997) believed that different cluded that the country women’s per- types of agricultural production have sonal characteristics, spouse characteris- different demands for women's labor due tics, family structure, farm management to different operation and management characteristics and off-farm wages have methods and work patterns, so there are an impact on their labor participation on differences in work time input. In addi- farm, off farm and in household work, tion, the flexibility of work time on the and there is a high correlation between farm is greater than that of household work and on-farm labor par- non-agricultural workers. Also, the work ticipation. time in busy farming period is longer Study Method than that of non-busy farming period, so the household work time varies depend- 1. Study framework ing on whether it is the busy farming Reviewing the research on the period. psychology and behavior of farmers at Liu (2001) took the 324 country home and abroad, such as the researches women he investigated in 1996 as the of Liu (2001), Khandker (1988), Gronau subjects, divided the labor participation (1976), we can find that in addition of of married women into "no work", country women’s personal characteris- 330 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ tics (age, educational level, marital important factors that affect farmers' status), spouse characteristics (educa- adoption of agriculture. tional level, income), family structure Therefore, if we want to explore the (family type, number of family members, factors that may affect the country number of children), farm operation women's labor participation, we should characteristics (farm size and agricul- not only consider the county women’s tural machinery) and off-farm wage are personal characteristics, the farm man- important factors affecting labor par- agement characteristics and other condi- ticipation. Researches made by scholars tions, but also include the psychological including Best (2008) and Lin (1979) and behavioral decision-making factors further indicated that "attitude", "values" of country women (see Figure 1). and "economic considerations" are the

Attitude

Perceived norms

Intention

Perceived behavior control

Background variables

Figure 1. Study Framework

2. Questionnaire design adopts a broader definition of country women's farming attitude, that is, in- (1) Attitude cluding the components of recognition, In terms of the definition of attitude emotion, women's rights, even knowl- and item design, this study takes the edge and value in the generalized atti- mode proposed by Ajzen (1991), Best tude. This study uses Likert's five- point (2006), Hartmann and Apaolaza-Ibanez scale as the measurement method (2008), Wu (2011) as reference and (Strongly agree 5 points, Agree 4 points, 331 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/

Fair 3 points, Disagree 2 points, stay in the countryside to adopt agricul- Strongly Disagree 1point). The items on ture attitude include: j. I have friends and relatives in the a. If I stay in the countryside to adopt countryside. It is great fun to stay in the agriculture, I can help and accompany countryside to adopt agriculture. my family. I think it is very meaningful. (2) Perceived norms b. If I staying in the countryside to adopt Subjective Norm refers to whether agriculture, I can give full play to my country women value the opinions of expertise. It is a nice thing. their important opinion objects when c. I think staying in the countryside to they decide to stay to work in country- adopt agriculture is very meaningful side. This study also assumes that coun- because I can achieve self-efficiency in try women will identify with and refer to this way. the opinions of their family members d. Staying in the countryside to adopt and friends and also the agricultural agriculture allows me to have more policies. Therefore, family and friends flexible living space and time. I like this are regarded as important opinion group kind of life. objects in this study. It is also assumed e. Although I earn less by staying in the that country women will consider the countryside to adopt agriculture, it is trend of agricultural policy to decide sufficient to afford myself and my fam- whether to stay in countryside for work. ily. In the design of items on Subjective Norm, this study takes the design modes f. By staying in the countryside to adopt of Ajzen (1991) and Wu (2011) as ref- agriculture, we can produce healthy ag- erences, and adopts Likert's five-point ricultural products for consumers. It is scale as the measurement method very useful for the society. (Strongly agree 5 points, Agree 4 points, g. Although I can’t get nice work title by Fair 3 points, Disagree 2 points, staying in the countryside to adopt agri- Strongly Disagree 1point). The items on culture, it is something I look forward Subjective Norm are as follows: to. a. You will listen to your family mem- h. Staying in the countryside to adopt bers’ opinions when deciding to stay in agriculture allows me to enjoy the the countryside to adopt agriculture. glamorous natural scenery of the b. You will listen to your friends’ opin- field and countryside. ions when deciding to stay in the coun- i. I like the life and pace of the country- tryside to adopt agriculture. side since my childhood. I would love to

332 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ c. You will consider the agricultural edge of agriculture. policies of the government when decid- b. You think you know where to find the ing to stay in the countryside to adopt agricultural knowledge you need. agriculture. c. You think you have enough physical d. You will be influenced by the opin- strength to work in the countryside. ions of your family members when de- d. You think you have enough agricul- ciding to stay in the countryside to adopt tural skills to work in the countryside. agriculture. e. It is easy for you to stay in the coun- e. You will be influenced by the opinions tryside and work. of your friends when deciding to stay in f. You think you know where to buy ag- the countryside to adopt agriculture. ricultural related materials and equip- f. You will be influenced by the agricul- ment. tural policies of the government when g. You think you know how to use rele- deciding to stay in the countryside to vant channels to sell agricultural prod- adopt agriculture. ucts. (3) Perceived Behavioral Control h. You think you know how to market Perceived Behavioral Control (PBC) farms or agricultural products. refers to the evaluation of the country (4) Background variables women on their personal ability to stay Referring to research of Liu (2001) in the countryside to adopt agriculture. and other scholars, this study proposes Personal ability may include personal that the background factors should in- knowledge of agriculture, agricultural clude the following items: information sources, technology, physi- cal strength, perceived difficulty of work a. Age in the countryside, materials and mar- b. Educational level keting, and sales channels. In the design c. Marital status of items on PBC, this study takes the d. Husband’s educational level design methods of Ajzen (1991) and Wu e. Monthly income of the family (2011) as reference and adopts Likert's f. Family structure (living with par- five-point scale as the measurement ents-in-law, husband and children) method (Strongly agree 5 points, Agree g. Number of family members 4 points, Fair 3 points, Disagree 2 points, h. Number of children Strongly Disagree 1point). The items on PBC include: i. Operating area of self-owned farm a. You think you have enough knowl- j. Area of leased farm land

333 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ l. Number of farm machinery owned proval for the researchers to conduct the l. Salary of surrounding areas (based on questionnaire survey on country women female’s daily wage) before the workshop, and ask the organ- m. Whether to work on self-owned farm izers of the workshops of peasant asso- ciations to explain the survey unit and n. Number of days working on the farm purpose to the women first, and then (5) Intention to adopt agriculture distribute the questionnaires in the The intention to adopt agriculture workshops. Women can raise their hands defined in this study refers to country to ask questions if they have any, and the women’s evaluation on whether they are researchers and interviewers would as- willing to stay in the countryside to sist the women to fill in the answers be- adopt agriculture. Also, as the intention fore the workshop. may vary in different degrees, while de- Study Result signing the items on Intention, this study takes the design mode developed by 1. Background analysis Ajzen (1991) and Wu (2011) as refer- In this study, 250 valid samples ence and adopts Likert's five-point scale were collected. In the background statis- as the measurement method (Strongly tics of country women, the open items of agree 5 points, Agree 4 points, Fair 3 the questionnaires were used to ask the points, Disagree 2 points, Strongly Dis- interviewees about the operating area of agree 1point). the farm, the area of the leased farm land, 3. Questionnaire collection method the number of farming machineries owned, the salary of surrounding areas In order to collect the opinions of and the number of days per week work- country women on stay in the country- ing on the farm. However, the following side to adopt agriculture, the researchers two problems were encountered in the of this study asked relatives and friends investigation and statistics: first, in the in Middle Taiwan to send out question- investigation, country women hoped that naires at the Four-Health Workshops the questionnaires can be choice items held by peasant associations in districts for them to tick, which are more con- of City. A total of 250 valid venient to answer. In statistics, this study questionnaires were collected. The ques- found that the data filled in by the re- tionnaires were issued in October 2019. spondents were very scattered. In order In terms of the interview method, the to facilitate the follow-up regression researchers first communicated with the analysis to verify whether the back- peasant associations to obtain their ap- ground factors (converted into virtual 334 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ variables) will affect the country women said the wages of their sur- women’s intention to adopt agriculture, rounding areas were NT $1,000 (68%); and to ensure the simplicity of reading, 76.4% respondents said they would go these open-ended items were first sum- out to look for work opportunities to marized into two items according to the earn wages when they had free time (N= cumulative percentage of the times so 191); in terms of working hours on the that the cumulative percentage of the farm every week, most country women two items was not far from the number work six days a week on their own of times. farms (92 respondents), followed by 5 According to the statistical results, days a week (73 respondents), and 7 81 country women were under 40 years days a week (64 respondents). old, while the rest were over 41 years It can be seen from the background old (N = 169); in terms of educational information of the above respondents level, 169 respondents had education that more than half of the country below high school (67.6%), and the rest women interviewed were middle-aged were above junior college (N = 81); in (over 41 years old), had an educational terms of husband's educational level, level mostly under high school, and the 115 had education above junior college, educational level of their husbands was and the rest had education below high slightly higher than that of country school (N = 135); in terms of family in- women (115 husbands had college de- come, 138 respondents (55.2%) an- gree or above, higher than the number of swered that their family income was less country women with such degrees, 81); than $50,000 per month; in terms of half of the country women didn’t have family structure, 182 country women high family income and two thirds of answered that they lived with their par- them live with their parents in law; two ents-in-law; 182 respondents said they thirds of the respondents have 6-10 fam- had 6-10 family members (72.8%); 149 ily members, and more than half of them respondents answered that they had have more than 3 children; three fifths of more than 3 children (59.6%); 153 re- the respondents owned farmland of less spondents replied that their own farm- than5 fen (0.033 acre), and more than land was less than 5 fen (0.033 acre) half of the respondents have rented (61.2%); 134 respondents said they farmland of more than4 fen (about 0.027 rented more than 4 fen (0.027 acre) of acre) from others; more than half of the land from others (53.6%); 136 respon- respondents have more than 5 agricul- dents said they owned more than 5 tural machines in their homes; 68% of farming machines (54.4%); 170 country the respondents said that the daily salary

335 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ of surrounding work opportunities was According to the results of narra- NT $1,000, and, about three fourths of tive statistical analysis, on the items on the respondents said they would go out Subjective Norm, the interviewed coun- to look for job opportunities to earn sal- try women agreed the most with item "2. ary when they have free time. In terms You will listen to your friends’ opinions of working hours on the farm every when deciding to stay in the countryside week, all the country women inter- to adopt agriculture" (Mean = 3.95, viewed at least worked on their own Standard deviation =.79), followed by farms for more than 5 days a week. item "1. You will listen to your family members’ opinions when deciding to 2. Descriptive statistical analysis stay in the countryside to adopt agricul- a. Attitude ture” (Mean = 3.84, Standard deviation =.81), and then item "3. You will con- According to the results of the de- sider the agricultural policies of the scriptive statistical analysis, the overall government when deciding to stay in the average opinions about the items on At- countryside to adopt agriculture" (Mean titude of the interviewed country women = 3.80, Standard deviation =.86). The was inclined to agree, and they agreed items on Subjective Norm had a high the most with item "6. By staying in the overall reliability of .98. countryside to adopt agriculture, we can produce healthy agricultural products for c. Perceived Behavioral Control consumers. It is very useful for the soci- According to the results of the nar- ety" (Mean = 4.10, Standard deviation rative statistical analysis, on the items on =.81), followed by item "8. Staying in Perceived Behavioral Control, the inter- the countryside to adopt agriculture al- viewed country women agreed the most lows me to enjoy the glamorous natural with item "6. You think you know where scenery of the field and countryside" to buy agricultural related materials and (Mean = 4.04, Standard deviation =.74), equipment” (Mean = 3.85, Standard de- and then item "7. Although I can’t get viation =.46), followed by item "2. You nice work title by staying in the coun- think you know where to find the agri- tryside to adopt agriculture, it is some- cultural knowledge you need" (Mean = thing I look forward to" (Mean = 3.97, 3.81, Standard deviation =.61), and then Standard deviation =.82). The items on item "5. You think you have enough Attitude had a high overall reliability physical strength to work in the country- of .94. side" (Mean = 3.79, Standard deviation b. Perceived norms =.58). The items on Perceived Behav-

336 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ ioral Control had a high overall reliabil- regression analysis, this study first ity of .99. summed up the two items on Intention: "25. You have the intention to stay in d. Intention countryside", "26. You will choose to According to the results of the nar- continue stay in countryside in the fu- rative statistical analysis, on the items on ture" and calculated the average, which Intention, the interviewed country represents the score of Intention. The women had a slightly higher intention of calculation method for the Attitude and continuing to stay in the countryside Perceived Behavioral Control is the (Mean = 3.65, Standard deviation =.81) same as that for the Intention. than choosing to continue stay in the In the calculation of Subjective countryside in the future (Mean = 3.62, Norm, according to Ajzen's theory of Standard deviation =.80). planned behavior, Subjective Norm can 3. Multiple regression analysis be divided into two forces, namely, "normative Belief" and “motivation to In order to find out whether the Comply”. The measurement of Subjec- background variables and psychological tive Norm is composed of the sum of the variables (Attitude, Subjective Norm, product of individual "normative Belief" Perceived Behavioral Control) of the and "motivation to Comply". Therefore, country women affect their intention to this study multiplies item "11. You will stay in the countryside to adopt agricul- listen to your family members’ opinions ture, this study will conduct two-stage when deciding to stay in the countryside regression analysis. In the first stage to adopt agriculture" by item" 14. You (Mode 1), the background variables of will be influenced by the opinions of the country women are put into the re- your family members when deciding to gression mode to analyze the net ex- stay in the countryside to adopt agricul- planatory power of background vari- ture", multiplies item 12 by item 15, and ables to the intention to adopt agricul- multiplies item 13 multiplies item 16, ture; in the second stage (Mode 2), in and then sums up the three multiplied addition to the original background scores to get the average, which repre- variables, the background variables are sents the score of Subjective Norm. added to understand how much influ- ence can be added by the psychological In terms of the treatment of back- variables in addition to the influence of ground variables, in this study, women's the background variables. education, husband's educational level (0 means below senior high school, 1 Before putting the variables into 337 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ means above junior college), family members, farm size and the number of structure (0 means living with parents in farm machinery owned could still affect law, 1 means living with husband), work the intention to adopt agriculture, their at home or not (0 means full-time, 1 influence has declined significantly, means working out at leisure time) are which was obviously due to the fact that virtual variables, and other background psychological variables have occupy the variables are continuous variables. influence on the intention to adopt agri- culture. This shows that psychological The results showed that in Mode 1, variables are indeed the main factors family income (β =.352), number of affecting these country women’s inten- children in the family (β = -.131), family tion to adopt agriculture. size (β = -.432), number of farm ma- chinery owned (β =. 539) would affect In Mode 2, the more positive the the country women’s intention to adopt attitude of country women toward stay- agriculture. The explanatory power of ing in the countryside to adopt agricul- overall regression mode was .283. The ture, the more sufficient resources and result showed that the family income of conditions they have for staying in the the country women, the more children in countryside to adopt agriculture accord- the family, the smaller the farm size and ing to their evaluation, the higher their the more farm machinery owned in the own educational level, the more family family, the higher the intention to adopt members, the smaller farm size and the agriculture. more farm machinery owned, then the higher their intention to stay in the In Mode 2, Attitude (β =.308), Per- countryside to adopt agriculture (see ceived Behavioral Control (β =.568), Table 1). educational level (β =.060), number of family members (β =.055), farm size (β Conclusion = -.180) and number of farm machinery 1. Psychological variables are the main owned (β =.073) will affect the inter- factors affecting country women’s stay viewed country women’s intention to in the countryside to adopt agriculture adopt agriculture. The explanatory power of overall mode increased to .849, In order to understand the possible and the net explanatory power of the factors that may affect the country psychological variables on the intention women’s stay in the countryside to adopt to adopt agriculture was .563. Al- agriculture, this study regarded the psy- though background variables including chological variables and background the educational level, number of family variables as the main factors that may

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Table1. Summary Table of Regression Analysis of Predicted Intention with Background Variables and Psychological Variables

Standardized co- Non standardized coefficient efficient

Standard Estimate of B error Beta distribution t Significance

Mode 1

(constant) 2.475 .553 4.472 .000

Age -.004 .004 -.054 -.984 .326

Education -.047 .094 -.029 -.503 .615

Husband’s educa- .024 .088 .016 .277 .782 tional level

Family income 8.450E-006 .000 .352 3.075 .002**

Family structure .040 .098 .024 .409 .683

Number of family .031 .023 .073 1.320 .188 members

Number of children -.116 .050 -.131 -2.328 .021* in the family

Farm size -.102 .021 -.432 -4.742 .000***

Leased area -.037 .020 -.167 -1.844 .066

Number of farm .301 .034 .539 8.933 .000*** machinery owned

Salary of sur- .000 .000 .057 1.055 .293 rounding areas

Work at home or .110 .102 .062 1.080 .281 not

Weekly farming -.019 .047 -.023 -.403 .687 hours

Mode 2

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(constant) -.189 .379 -.498 .619

Age -.001 .002 -.008 -.303 .762

Education .097 .043 .060 2.221 .027*

Husband’s educa- .001 .040 .000 .018 .986 tional level

Family income 1.670E-006 .000 .070 1.291 .198

Family structure .029 .045 .017 .645 .519

Number of family .023 .011 .055 2.178 .030* members

Number of children -.034 .023 -.038 -1.458 .146 in the family

Farm size -.042 .010 -.180 -4.123 .000***

Leased area -.004 .009 -.018 -.423 .673

Number of farm .041 .018 .073 2.278 .024* machinery owned

Salary of sur- 2.803E-005 .000 .005 .183 .855 rounding areas

Work at home or .006 .047 .004 .136 .892 not

Weekly farming .012 .022 .014 .542 .588 hours

Attitude .408 .116 .308 3.509 .001**

Subjective Norm .002 .014 .015 .140 .888

Perceived Behav- .533 .110 .568 4.827 .000*** ioral Control

F value Mode 1: 8.672 Mode 2: 88.453 significance Mode 1:.000*** Mode 2:.000***

R2 Mode 1:.286 Mode 2:.849

*p <.05, **p <.01, ***p <.001

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According to the regression results effect the intention, and used the two- of psychological variables, Perceived stage regression equation for verification. Behavioral Control (β =. 568) and Atti- The results show that in the first stage, tude (β =. 308) will significantly affect when the background factors were re- the intention to adopt agriculture, and garded as the independent variables af- the influence of PBC is much higher fecting the intention to adopt agriculture, than that of A. This means that when the explanatory power was .283. How- country women are thinking about ever, in the second stage, when psycho- whether to stay in the countryside to logical variables were included in the adopt agriculture, they care and value analysis, the explanatory power in- most about whether they have the condi- creased to .849, and the net explanatory tions for staying in the countryside to power of psychological variables (Atti- adopt agriculture (PBC). These condi- tude and Perceived Behavioral Control) tions include: assessing whether they on the intention to adopt agriculture have enough agricultural related knowl- was .563. Although education variables, edge; whether they know where to find including educational level, number of the required agricultural related knowl- family members, farm size and number edge; whether they have enough physi- of farm machinery owned, can still af- cal strength to work in the countryside; fect the intention to adopt agriculture, Whether they have enough agricultural the overall influence of background skills to work in the countryside; variables was significantly reduced, whether it is a simple thing to stay in the which represented that their influence on countryside; whether they know where the intention to adopt agriculture have to buy agricultural related materials and been occupied by the psychological equipment; whether they know the variables. Therefore, psychological channels to sell agricultural products; variables are indeed the main factors whether they know the ways to market affecting country women’s intention to their farms or agricultural products. stay in countryside to adopt agriculture. When women have considered their 2. Attitude, Perceived Behavioral Con- own resources and conditions for stay in trol, educational level, number of family the countryside to adopt agriculture, members, farm size and number of farm then they will begin to think about their machinery owned will affect country own views on stay in the countryside to women’s intention to adopt agriculture. adopt agriculture. For example, they a. Regression results of psychological may feel that, by staying in the country- variables side to adopt agriculture, they can help 341 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ and accompany their families, play their family every day while living in the own expertise, be self-sufficient, have countryside with beautiful natural scen- more flexible living space and time, af- eries. (4) The government's agricultural ford the life of themselves and the fam- policies often make small farmers feel ily with the money earned (though not meaningless. It is hard to find someone much), produce healthy agricultural who knows relevant policies except for products for consumers, which is very consulting the peasant association by helpful to the society, meet their expec- themselves. Usually, if you don't read tations for work, live in the glamorous the news or search for agricultural in- natural scenery of the field scenery and formation on the Internet every day, it is countryside; or because they like rural hard to get relevant information. (5) On life and pace since childhood or have the matter of stay in the countryside to their own family and friends in the adopt agriculture, the opinions of rela- countryside. tives and friends are only for reference. The most important thing is whether As for the reasons why the influ- they like it or not, whether they can ac- ence of subjective norm is not signifi- cept it, and whether they can earn a liv- cant, this study put forward the follow- ing for themselves and the family by ing explanations according to the con- staying in the countryside to adopt agri- versation with country women when culture. sending out the questionnaire: (1) they chose to stay in the countryside to adopt b. Regression results of background agriculture mostly because they grew up variables in the countryside and were familiar In Mode 1, if we only consider the with the environment and naturally impact of background variables on the wanted to work in their hometown. (2) intention to adopt agriculture, the family They have their own farmland and were income (β =.352), number of children in usually married to a family in the same the family (β = -.131), farm size (β = village or the neighboring village, so -.432), number of farm machinery they chose to stay in the countryside to owned (β =.539) will affect country help the husband and take care of chil- women’s intention to adopt agriculture, dren. (3) It is difficult to find a job out- and the explanatory power of the overall side, and the business has been in a regression mode was .283. However, downturn. Instead of doing a low-wage once psychological variables were in- job in a factory or company, it is better cluded, the influence of the family in- to return to work for a better hometown, come and the number of family mem- in which way, they can also stay with the 342 The International Journal of Organizational Innovation Volume 13 Number 3, January 2021 2020-1143 IJOI https://www.ijoi-online.org/ bers became insignificant. Although the Bruckrneier, K.; Grund, H.; Symes, D. (ed.) & Jansen, A.J. (1994). Per- impact of educational level, farm size 与 spectives for Environmentally number of farm machinery owned also Sound Agriculture in East Ger- reached the significant level, the influ- many. Agricultural Restructuring ence was very weak. This shows that the and Rural Change in Europe, 180-194. inclusion of psychological variables would occupy most of the influence of Bultena, G., & Hoiberg, E. (1986). Con- serving soil: Insights from socio- the background variables on the inten- economic research. Ankeny, Iowa: tion to adopt agriculture. Therefore, it is Soil Conservation Society of obvious that psychological variables are America. truly the main factors affecting country Burton, M., Rigby, D., & Young, T. women’ stay in the countryside to adopt (1999). Analysis of the determi- nants of adoption of organic horti- agriculture. cultural techniques in the UK. Journal of Agricultural Economics, Reference 50(1), 47-63. Ajzen, I. (1991). The theory of planned Chuang, H. L., & Lin, E. S. (2006). The behavior. Organizational Behavior evolution of the empirical study of and Human Decision Processes, Taiwan's female labor supply. 50, 179-211. Taiwan Economic Review, 34(2), Austin, E., Deary, I., & Willock, J. 119-172. (2001). Personality and intelli- Conacher, A., & Conacher, A. (1982). gence as predictors of economic Organic farming in Australia, behavior in Scottish farmers. Geowest.18. 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