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Sustainability 2017, 9(1), 77;

Determinants of Farmers’ Intention to Adopt Water Saving Measures: Evidence from Italy

Department of Management and Economics, University of Salento, Via per Monteroni, Lecce 73100, Italy
Author to whom correspondence should be addressed.
Academic Editor: Marc A. Rosen
Received: 31 October 2016 / Revised: 2 January 2017 / Accepted: 4 January 2017 / Published: 8 January 2017
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The present research is aimed at establishing how farmers can be encouraged to adopt irrigation water saving measures. By developing and implementing an extended version of the well-known Theory of Planned Behavior, we considered farmers’ propensity to adopt innovations and their water footprints. In a sample of 150 Italian farmers, we found that favorable attitudes towards water saving measures, and the orientations of environmental associations and public bodies favorably influence farmers’ intentions to adopt water saving measures. Farmers’ innovativeness and water footprints also exert a significant influence on their adoption intentions. The paper also discusses the contribution of these results to the previous literature and highlights practical implications for policy makers interested in promoting the adoption of irrigation water saving measures. View Full-Text
Keywords: water saving measures; Theory of Planned Behavior; Italy; agriculture water saving measures; Theory of Planned Behavior; Italy; agriculture

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Pino, G.; Toma, P.; Rizzo, C.; Miglietta, P.P.; Peluso, A.M.; Guido, G. Determinants of Farmers’ Intention to Adopt Water Saving Measures: Evidence from Italy. Sustainability 2017, 9, 77.

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