Abstract
Green production practices are crucial for environmental conservation, yet scholarly research on green beekeeping remains limited. This study seeks to enhance the Theory of Planned Behavior (TPB) by developing an extended model of Institutional Support theory of Planned Behavior (ISTPB) to understand better beekeepers' behavior toward adopting green beekeeping practices. The model focuses on institutional support and its role in shaping individual behavior related to green beekeeping adoption. Using structural equation modeling (SEM), the study's empirical results show that institutional support and the three original TPB components, i.e., attitude, subjective norms, and perceived behavioral control, positively and significantly influence green beekeeping adoption. The extended ISTPB model demonstrates that institutional support impacts these TPB components and enhances the model's explanatory power. This research emphasizes the value of the ISTPB model in providing an understanding of green beekeeping adoption. It offers strategic recommendations for improving the implementation of green beekeeping practices within Tanzania's socioeconomic context.
Recommended Citation
Athumani, Haruna; Kanan, Ranger; and Tinali, Gerald Zachary Paga
(2024)
"Institutional Support's Influence on Green Beekeeping Adoption in Resource-Constrained Biharamulo Forest Reserve, Tanzania: The Extended Theory of Planned Behavior,"
Business Management Review: Vol. 27:
No.
2, Article 4.
Available at: https://doi.org/10.56279/bmr.v27i2.6915