1. Understanding (non-)adoption of CA: contributions from Social Psychology Freddy van Hulst Helena Posthumus 1ACCA 03-2014

2. Contents The role of adoption studies Agricultural Capabilities Methodology Reasoned action approach Results and discussion CA in Kenya

3. The role of adoption studies Tittonel et al. 2012

4. Agricultural capabilities Understand farmers’ decisions Agricultural capabilities Window of opportunities Realized farming system CA or something else Innovation diffusion Economic constraints Adopter perception

5. Methodology Social psychology ActionIntention Attitude towards action Outcome beliefs Social normsSocial beliefs Perceived control Control beliefsActual control Willing Stimulated Capable Reasoned action approach Ploughing Direct Planting Spraying Herbicides Shallow Weeding

6. Methodology (future) Intention Very unlikely PossibleVery likely Attitude Very foolishNeutralVery wise Important others think I should not plough They have no opinion I should plough Important others plough Very fewModerately Very many Control: ploughing is Very difficult AverageVery easy...on your land, in the long rain season 2014:

7. Methodology FFS members Non-FFS members Crops Maize /beans Potatoes Sample 4 FFS (n=32) Non-FFS (n=62)

8. Results and discussion FFS members Non-FFS members *** * ns *** *** = p<0.001, * = p<0.05; ns = not significant.

9. Results and discussion FFS members Non-FFS members *** = p<0.001, ** = p<0.01 *** ** ***

10. Results and discussion Weed control: Social norms: – Neutral  social independence – FFS members experience some group pressure AttitudePerceived control Spraying Herbicides FFS++ Non-FFS+/-+ Shallow weeding FFS++ Non-FFS+/--

11. Conclusions Adoption of CA Willingness, capability and social acceptance explain intention of performing specific CA actions. Training and learning is key It influences both perceived control and attitudes. Respect farmers’ social independence Link with actual adoption?

12. Understanding (non-)adoption of CA: contributions from Social Psychology Freddy van Hulst Helena Posthumus Thank you!

13. FFS members Non-FFS members *** = p<0.001, ** = p<0.01, * = p<0.05; ns = not significant.

14. Literature Social Psychology, the Reasoned Action Approach Fishbein, Martin, and Icek Ajzen. 2010. Predicting and Changing Behavior; the Reasoned Action Approach. New York: Taylor & Francis Group. Targeting technology, and innovation systems: Tittonell, Pablo, E. Scopel, N. Andrieu, H. Posthumus, P. Mapfumo, M. Corbeels, G.E. van Halsema, et al. 2012. “Agroecology-based Aggradation-conservation Agriculture (ABACO): Targeting Innovations to Combat Soil Degradation and Food Insecurity in Semi-arid Africa.” Field Crops Research 132 (June): 168–174. doi:10.1016/j.fcr.2011.12.011.