Muhammad Imran, Ghulam Mustafa, Shafique Ur Rehman, Yasri Yasri
Purpose – This study aims to examine the unique and interaction effects of farmers’ pesticide safety knowledge and their past pesticide-related health problems experienced in the adoption of protective pesticide behaviors. The study further aims to explore whether attitude toward pesticide use mediate the relationship between pesticide safety knowledge and protective behaviors. Design/methodology/approach – Data were collected from 385 Pakistani fruit and vegetable farmers using a cross-sectional survey design and were analyzed using Partial least squares structural equation modeling (PLS-SEM). Findings – The empirical analysis revealed that pesticide safety knowledge is positively associated with protective behaviors and farmers’ attitude toward pesticide use partially mediates this relationship. The findings further show that past health problems positively influence the adoption of protective pesticide behaviors, which is amplified when pesticide safety knowledge is high. Research limitations/implications – This study findings have significant implications for policy interventions and agricultural extension programs aimed at promoting safer pesticide use. Originality/value – This research contributes to the previous literature by presenting an integrative framework of the knowledge-attitude-practice model and protection motivation theory to explore the influence of farmers’ pesticide safety knowledge, past pesticide-related health experiences and attitude toward pesticide use on their adoption of protective pesticide behaviors. © 2024 Emerald Publishing Limited
School of Business Management, Universiti Utara Malaysia, Sintok, Malaysia; Department of Project and Operation Management, Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur, Pakistan; Department of International Business, Faculty of Economics and Management, NTNU-Norwegian University of Science and Technology, Trondheim, Norway; College of Management, Research Institute of Business Analytics and Supply Chain Management, Shenzhen University, Shenzhen, China; Faculty of Economics, Universitas Negeri Padang, Padang, Indonesia
