ARTÍCULO ORIGINAL

INNOVA Research Journal, ISSN 2477-9024

Septiembre-Diciembre 2023). Vol. 8, No.3 pp. 51-70

(

DOI: https://doi.org/10.33890/innova.v8.n3.2023.2306

URL: http://revistas.uide.edu.ec/index.php/innova/index

Correo: innova@uide.edu.ec

Rural and agricultural productive development behavior. A literature review

from the theory of planned behavior between 2008 and 2022

Comportamiento de desarrollo productivo rural y agrícola. Una revisión de

literatura desde la teoría del comportamiento planificado entre 2008 y 2022

Daniel Yiwady Ordoñez-Abril

Fundación Universitaria Católica Lumen Gentium, Cali, Colombia

dyordoneza@unicatolica.edu.co

http://orcid.org/0000-0002-5598-0662

Nicolás Aragón-Sánchez

Fundación Universitaria Católica Lumen Gentium, Cali, Colombia

arquitecto.nicolas.aragon@gmail.com

https://orcid.org/0000-0002-2923-7621

José Julián Ríos-Chávez

Fundación Universitaria Católica Lumen Gentium, Cali, Colombia

josejulianrioschavez@gmail.com

https://orcid.org/0000-0001-6272-6817

Robert Rodríguez-Porto

Fundación Universitaria Católica Lumen Gentium, Cali, Colombia

robert.rodriguez01@unicatolica.edu.co

https://orcid.org/0000-0001-7961-5195

Recepción: 23/06/2023 | Aceptación: 24/08/2023 | Publicación: 10/09/2023

Cómo citar (APA, séptima edición):

Ordoñez-Abril, D. Y., Aragón-Sánchez, N., Ríos-Chávez, J. J., & Rodríguez-Porto, R. (2023).

Rural and agricultural productive development behavior. A literature review from the theory of

planned behavior between 2008 and 2022. INNOVA Research Journal, 8(3), 51-70.

https://doi.org/10.33890/innova.v8.n3.2023.2306

Abstract

The different studies on behavior and decision-making in rural, agro-industrial, territorial, and

development projects have gained importance in recent years, mainly due to the need to understand

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Daniel Yiwady Ordoñez-Abril, Nicolas Aragón-Sánchez, José Julián Ríos-Chávez y Robert Rodríguez-Porto

ISSN 2477-9024. Innova Research Journal (Septiembre-Diciembre, 2023). Vol. N8, No. 3, pp. 51-70

and comprehend those factors of human behavior that affect productive rural development. A

systematic review of the literature on planned behavior in rural and agricultural project

development between 2008 and 2022 was carried out. The work was carried out by consulting

scientific and academic databases such as ScienceDirect, ISI - Web of Science, Springer, Scielo,

Emerald, and Scopus, completing the process with content analysis and systematization of articles

in NVivo software. Three significant clusters of studies focused on development behavior, rural

behavior, and productive development were identified. It was concluded that behavioral studies

and their different analysis methods in the rural and agricultural fields aim to improve standard

practices through participatory methodological proposals, which reflect on social behavior and the

adoption and implementation of practical agricultural development models.

Keywords: economic performance; rural development; development projects.

Resumen

Los diferentes estudios sobre el comportamiento y la toma de decisiones en proyectos rurales,

agroindustriales, territoriales y de desarrollo han tomado importancia en los últimos años,

principalmente, por la necesidad de entender y comprender aquellos factores de la conducta

humana que inciden en el desarrollo productivo rural. Se realizó un repaso sistemático de la

literatura sobre el comportamiento planeado en el marco del desarrollo de proyectos rurales y

agrícolas entre los años 2008 y 2022. El trabajo se realizó a través de la consulta de bases de datos

científicas y académicas como ScienceDirect, ISI – Web of Science, Springer, Scielo, Emerald y

Scopus, completando el proceso con análisis de contenido y sistematización de artículos en el

software NVivo. Identificando tres grandes conglomerados de estudios enfocados en el

comportamiento de desarrollo, comportamiento rural y desarrollo productivo. Concluyéndose que

los estudios comportamentales y sus diferentes métodos de análisis, en el ámbito rural y agrícola

pretenden mejorar las prácticas comunes por medio de propuestas metodológicas participativas,

que lleven a reflexionar sobre el comportamiento social y la adopción e implementación de

modelos de desarrollo agrícolas prácticos.

Palabras claves: comportamiento económico; desarrollo rural; proyectos de desarrollo.

Introduction

The different studies on behavior and decision-making in rural, agro-industrial, territorial,

and development projects have become very important in recent years, mainly because of the need

to account for and understand those factors of human behavior that affect productive rural

development. In this scenario, researchers have focused on the optimal selection of alternatives,

understood as the product of a complex set of stimuli and emotions directed to a given action

(Ordoñez et al., 2021), which seeks the success of projects and rural progress (Palacios & Estrada,

2

020). In other words, the aim is to understand how farmers can adapt effectively to ensure their

growth and well-being over time.

Thus, the study incorporated ethical approaches, which imply an approach based on the

theory of planned behavior (Ajzen, 1991), and to give another look at those factors of the

productive units in rural areas, which in favor of their development affect the intention to act

(Nettle et al., 2021; Nguyen et al., 2021; Pérez & Egea, 2019; Ranjbar et al., 2021; Rezaei et al.,

2

020; Rezaei et al., 2018; Sarkar et al., 2022; Was et al., 2021). Now, in this rural context, the

behavior has been directly associated with the decision to elaborate works for the implementation

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Rural and agricultural productive development behavior. A literature review from the theory of planned behavior

between 2008 and 2022

of new telecommunication technologies (ICT) and to execute agricultural projects that contribute

to the improvement of standard practices that include training for the strengthening of interactive

learning (Fang et al., 2021; Kaufmann et al., 2009; Landmann et al., 2020; Mwalupaso et al., 2019;

Omulo & Kumeh, 2020). However, this issue has also been addressed in the social sphere, where

behavioral aspects begin with the adoption and implementation of flexible agricultural

development models that guarantee the improvement of rural production and social welfare over

time (Caffaro et al., 2021; Galdino et al., 2013; Kangogo et al., 2021).

However, in a certain way, these meanings are absorbed by the awareness that decisions

have repercussions on society; therefore, the actors’ role as agents of social change is recognized

(

Wang & Strong, 1996). Thus, the studies developed in recent years in the organizational field,

based on the theory of planned behavior as an extension of the theory of reasoned action (Ajzen,

991), have focused on categories where the study of behavior is analyzed from the psychological

1

factors that influence decision-making within rural and agricultural communities; it is studied

thinking about the implementation of new technologies for rural projects; and finally on social

behavior, which leads to the productive development of communities, (Caffaro et al., 2020;

Caffaro et al.,2021; Chatterjeea et al., 2020; Alavion & Taghdisi, 2020; Bouichou et al., 2021;

Galdino et al., 2013), among others., and thus strengthen social trust, understood as that trust in

the unknown, to be able according to Schumacher, as cited in Martin, (2020) to restore a proper

balance between city and rural life, which is, perhaps, the most significant task that man has today.

For all this, it can be said that recent publications and articles expose more holistic models,

which seek to recognize the different conscious and unconscious factors that affect decision-

making, such as the works of Fang et al. (2020), identify the need for practices that allow

improvement in the processes for the strengthening of agriculture, as in the research of Abu-Bakar,

et al., (2020); and Adnan et al., (2019) and, detect a dynamic way to improve in agricultural

production processes, as in the studies of Alavion & Taghdisi, (2020); and Bouichou, et al., (2021)

Therefore, the following question arises: How can the literature on the theory of planned

behavior be characterized in terms of theories, methods, and findings on rural and agricultural

productive development? Thus, the article presents, in a panoramic way, a systematic review of

the literature on planned behavior in the framework of agricultural and rural projects, using

publications from indexed journals categorized Q1, Q2, Q3, and Q4 according to the Scimago

Journal ranking. The method adopted was the literature review proposed by Cronin, Ryan, and

Coughlan (2008).

Material and methods

The development of the systematic literature review was focused on processing, ordering,

and examining information from different studies to identify and evaluate the effectiveness and to

broaden research perspectives. Thus, the following is a detailed description of how the article was

developed.

To begin with the exploration, the author Cronin et al. (2008), which argues that "it is better

to start with a specific topic and, if necessary, broaden the scope of the review as it progresses" (p.

3

9), was taken into account, therefore, at the first moment, the research begins to inquire about

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Daniel Yiwady Ordoñez-Abril, Nicolas Aragón-Sánchez, José Julián Ríos-Chávez y Robert Rodríguez-Porto

ISSN 2477-9024. Innova Research Journal (Septiembre-Diciembre, 2023). Vol. N8, No. 3, pp. 51-70

rural projects and planned behavior, which yields several results, but not enough for the research

analysis. Therefore, it is necessary to continue the search in a foreign language, the term "rural

project" being delimited to the behavior of agricultural and rural productive development, allowing

a broader spectrum of study. As a second search descriptor, the combination of "rural project" and

"

Theory of Planned Behavior" was used, focusing and directing the topic of study even more.

To avoid dispersion in the results (Cronin et al., 2008), the research was directed towards

behavior, productive agricultural development, rural project, and development Project in the

primary databases with academic and scientific rigor, such as ScienceDirect, ISI - Web of Science,

Springer, Emerald, and Scopus, entering and adjusting the search parameters to economic,

administrative and social science journals. In addition, the information was filtered mainly for

titles and abstracts of articles published in the last five years, the last two years being the ones that

contributed the most to these topics.

The initial literature result yielded 660 articles located in different scientific databases, a

selection of scientific articles duly validated according to (Podsakoff et al., 2005) was made,

including search terms such as the theory of planned behavior and social capital in addition to

those mentioned above. After this first exclusion, 115 articles were retained, to which a filter

related to rural and agricultural development was applied, keeping 64 scientific articles published

in Q1, Q2, Q3, and Q4 journals, which were rigorously validated in Scimago Journal and Country

Rank. In that order, the respective individual analysis was made, considering points such as

objectives, scope, similarities, type of study, type of analysis, discussions, and conclusions to

finally complete the study with the content analysis and systematization of the 64 articles in the

NVivo software, showing interest in articles related to behavior for productive rural development.

Results and Discussion

Theory of Planned Behavior (TPB)

According to TPB, people's important behaviors are intentional. Although external and

personal constraints make it difficult to act, the immediate determinant of the behavior is the

person's intention to perform that behavior (Nuttavuthisit & Thøgersen, 2017). Therefore, TPB is

an adequate behavioral theory to explain the intentions and behaviors of individuals (Sun, &

Linton, 2018), as it can be predicted with considerable accuracy based on evidence that within the

variables of analysis, there are items such as attitudes toward behavior (ATT), subjective norms

regarding behavior (SN), and perceived control over behavior (PBC) (Sussman & Gifford, 2019;

Colqui & Palomino, 2021; Emekci, 2019; Tomás, 2001; Durán et al., 2007; Miranda & Briley,

2

021; Sanz et al., 2014 and Choque, 2020). That is, intentions are supposed to capture the

motivational factors that influence behavior; they indicate how much people are willing to try and

strive to perform the behavior. As a rule, the stronger the intention to engage in a behavior, the

more likely it should be to perform. (Ajzen, 1991, p. 181; Emekci, 2019).

To better understand these terms, attitude should be understood as a perception that

describes a psychosomatic pathway of evaluating an exact thing with kindness or disrepute

(Alavion & Taghdisi, 2020; Giampietri et al., 2018; Lanza et al., 2021; Mohammadinezhad &

Ahmadvand, 2020; Ranjbar et al., 2021; Senger et al., 2017; Tóth et al., 2020; Abu-Bakar et al.,

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Rural and agricultural productive development behavior. A literature review from the theory of planned behavior

between 2008 and 2022

2

020; Krishnadas & Renganathan, 2021; Pérez & Egea, 2019). That is, attitude toward the

behavior refers to the degree to which the person has a favorable or unfavorable evaluation of the

behavior in question (Ajzen, 1991).

The other term to understand is subjective norms, meaning that some critical people think

the individual should engage in a specific behavior. The individual's inspiration complies with

their thinking (Ajzen & Fishben, 1980). That is, the second predictor is a social factor called

subjective norm and refers to the perceived social pressure to perform or not perform the behavior

(Ajzen, 1991; Sharahiley, 2020), where the family environment is a social pressure that directly

influences the intention to undertake (Moriano, Palací, & Morales, 2006). The third construct that

can influence intention is perceived control, which relates to an individual's perception of the

degree of ease and difficulties in performing such productive behavior (Abadi et al., 2020; Chin et

al., 2016; Mohammadinezhad & Ahmadvand, 2020; Nguyen et al., 2021; Rezaei et al., 2020;

Sarkar et al., 2022; Was et al., 2021; Xiao et al., 2020). The reason why these variables have

allowed TPB to be used in numerous studies as mentioned (Adnan et al., 2019; Wang et al., 2020;

Chatterjeea et al., 2020; Kumar & Das, 2019; Ranjbar et al., 2021; Shen & Shen, 2020; Wanga et

al., 2021; Xiao et al., 2020; Agovino et al., 2017), focused on productive behavior and value

creation.

The behavior of rural development

Behavior for rural development starts from the basis of the individual in society,

approaching the behavioral problem from the perspective of the "number," to put it colloquially.

Thus, it is usually conceived that an individual behavior becomes social when one of two criteria

is met: first, that the individual is part of a relatively stable group over time or, second, that it is an

interaction between two individuals, whether in the context of a group (Ribes et al., 2008). Thus,

change in societies should be understood as social development as a process of local or rural

change that operates in the context of an inclusive democracy or through an inclusive

modernization in which all social, state, and private sector actors participate, where peasant

organizations and certain NGOs have to assume leading roles (Machado, 1991, p. 179); it should

also be mentioned that rural development should be observed from various dimensions that can

affect the behavior of the individual and the context in which decisions are made.

In an environment of rural projects for community development, behavior starts from the

responsibility of governments to support and protect the knowledge and know-how of the

countryside as an essential part of their entrepreneurial spirit, in which case, crucial activities are

identified, allowing them to represent a new and valuable development perspective focused on

dialogue and communication as sustainable tools for their projects. In this sense, behavior is

influenced by positive synergies that establish new balances of well-being in the community,

which drives the rural and social enterprise to be more competitive, promoting positive impacts on

their environment and providing protection of human dignity (Annandale et al., 2021; Boadu et

al., 2020; Trupp et al., 2021).

Therefore, the concept of rural development for the purposes of this document is

understood, according to Crespo (2011), as a "set of concrete activities aimed at achieving one or

more objectives, to respond to the needs, aspirations, and potential of the communities" (p.89),

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Daniel Yiwady Ordoñez-Abril, Nicolas Aragón-Sánchez, José Julián Ríos-Chávez y Robert Rodríguez-Porto

ISSN 2477-9024. Innova Research Journal (Septiembre-Diciembre, 2023). Vol. N8, No. 3, pp. 51-70

also, through these projects, to advance in the construction of a better society that consolidates

values of the common good and healthy and productive coexistence. Therefore, it intends to

intervene in concrete reality and contribute, according to Almaguer et al. (2021), to the

"

development of the territory/s and community/s where it acts, and impact on the quality of life of

the population, enhancing the capacities of the participating groups and actors and taking

advantage of their own resources and potentialities in the solution of the problems posed" (439).

In this sense, it is a process of growth and structural change of the local economy, in which at least

the economic, sociocultural, political, and administrative dimensions can be identified, in which

case the initiatives create a local environment favorable to production and promote development

(Aghón et al., 2001)—becoming "a methodical tool to develop works that allow contributing to

the integral transformation" (Romero & Zabala, 2019, p.159).

Overview of publications

In the first instance, Figure 1 shows the distribution of the articles consulted between 2008

and 2022, evidencing a continuous evolution in recent years. In such a way, it can be seen how the

interest in this topic takes more strength and research relevance.

Figure 1

Articles consulted by year of publication

2

1

5

0

5

0

5

0

2

0

1

5

1

0

6

1

3

1

2

008 2009 2010 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

Source: Own elaboration.

Likewise, international scientific journals were consulted, focusing on topics associated

with development behavior, productive development decisions, rural behavior, and rural, agro-

industrial, and territorial projects. Table 1 shows the grouping of journals by category according

to Scimago Journal and Country Rank, where the journals located in the Q1 category represent

8

4%, highlighting the journal Land Use Policy with a total of 6 articles, equivalent to 11% of the

articles consulted, followed by the journals Journal of Cleaner Production and Sustainability with

five articles each, equivalent to 18% of the total number of articles consulted. Likewise, five

journals were consulted whose category is located in Q2, with a participation of 11%, highlighting

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Rural and agricultural productive development behavior. A literature review from the theory of planned behavior

between 2008 and 2022

The European Journal of Development Research with two articles, equivalent to 2% of the total

articles. Finally, one journal in category Q3 and two in category Q4 were consulted, whose

participation gives 5% of the total number of publications consulted.

Table 1

Classification of journals consulted

Name of the Magazine

Quantity Name of the Magazine

Items

Quantity

Items

Q1 Scimago ranked journal

Agricultura Water Management

Journal of Entrepreneurship in

Emerging Economies

Q1 Scimago ranked journal

1

Science of the Total Environment

Sustainable Energy Technologies and

Assessments

1

Agronomy

2

1

Toursm Review

1

2

1

2

Aibi revista de investigación

Bio-based and Applied Economics

Biomas and Bioenergy

Cleaner and Circular Bioeconomy

Computers and Electronics in

Agriculture

Trends in Food Science & Technology

Food Quality and Preference

Journal of Hydrology

Livestock Science

1

2

Renewable Energy

2

Technological Forecasting & Social

Change

Ecological Economics

Energy & Buildings

Energy Policy

1

Journal of Environmental Management

Journal of Rural Studies

3

Environment, Development and

Sustainability

Environmental Science and Policy

2

1

Journal of Cleaner Production

5

Q2 Scimago ranked journal

International Journal of Social

Economics

Journal of Agricultural Science and

Technology

Food Control

1

Food Quality and Preference

2

Journal of Environmental Planning

and Management

Habitat International

Journal of Asian Finance, Economics

and Business

Journal of Enterprising Communities

The European Journal of Development

Research

1

2

Heliyon

Information Processing in

Agriculture

1

Q3 Scimago ranked journal

Agricultural Systems

1

Water Science and Technology

Q4 Scimago ranked journal

IOP Conference Series: Earth and

Envirommental Science

1

Global Ecology and Conservation

International Journal of

Entrepreneurial Behavior & Research

Journal of Safety Research

Land Use Policy

2

1

3

Material Today: Proceedings

Note: Based on the Quartiles created by Scimago Journal and Country Rank 2022.

With respect to the analysis of the dendogram, the development of agricultural projects

through the theory of planned behavior has been approached from different fields related to

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Daniel Yiwady Ordoñez-Abril, Nicolas Aragón-Sánchez, José Julián Ríos-Chávez y Robert Rodríguez-Porto

ISSN 2477-9024. Innova Research Journal (Septiembre-Diciembre, 2023). Vol. N8, No. 3, pp. 51-70

Development Behavior, Rural Behavior, and Productive Development. Three clusters appear,

whose vertical analysis, from top to bottom, allows us to see the grouping relationships between

the articles and their similarities with respect to the topics of interest found in relation to

agricultural projects.

Figure 2

Grouping of articles by word similarity

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Rural and agricultural productive development behavior. A literature review from the theory of planned behavior

between 2008 and 2022

Note: Grouping by relationships and similarities between selected articles, using Nvivo 12

software.

About the first cluster, one finds articles whose purpose is to explain Development

Behavior (see, for example, Abadi et al., 2020; Kangogo et al., 2021); furthermore, these articles

seek to incorporate the theory of planned behavior (TPB) to capacity development, given that some

of them such as proactivity is associated with the adoption of intensive practices. Therefore, the

studies focus on considering the interrelationships between practices and farmers' entrepreneurial

orientation when designing development interventions while reviewing the enabling environment

for farmers' entrepreneurship as an indirect way to support adopting appropriate development

practices.

The second cluster is characterized by articles illustrating the importance of information

and communication technologies (ICT) in facilitating rural development and how the intention of

ICT adoption enables an ideal entrepreneurial environment (Chatterjeea et al., 2020; Kaliyeva et

al., 2020; Alavion & Taghdisi, 2020). These studies highlight different types of access, such as

mental, material, skill, and usage, which contribute significantly to ICT adoption among the rural

population. Such ICT adoption leads to innovation, which drives entrepreneurial orientation to aid

micro-entrepreneurship. In this sense, it is shown how the motivation of the rural household can

increase participation in government programs aimed at promoting a rural cooperative culture

based on various psychological factors, sociodemographic characteristics of the rural household,

the production structure, the level of information on the cooperative support program, cultural

aspects, and the proximity of the household to the main market.

In the third cluster, there are works based on the essential role of agriculture in economic

development through agricultural mechanization, which allows the use of operational agricultural

knowledge to minimize energy, and labor costs and increase productivity (Agovino et al., 2017;

Krishnadas & Renganathan, 2021; Tóth et al., 2020), where the theory of planned behavior (TPB)

is applied to see how innovation impacts decision-making through the productive and sustainable

development of agriculture.

This research also considered the topics studied and their key findings (Table 2). It can be

seen that the most significant number of studies focus on purchase behavior and purchase intention

for organic products, where the actual purchase depends on various behavioral factors, among

which attitude, knowledge, and beliefs stand out.

Now, the exploration of research articles and various publications on topics related to the

intention and behavior of developing rural or agricultural projects is considered an essential point

in the key conclusions (Table 2), where it can be seen that most of the publications are framed in

the identification of the reasons that persuade the agricultural community in making decisions; The

first and most notorious category refers to the development behavior according to the intentions or

decisions adopted in the community at the time of making a decision, the second refers to rural

behavior, and the last one refers to productive development where social behavior is analyzed in

terms of the capacity to implement and put into practice new processes and strategies. And

strategies.

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Daniel Yiwady Ordoñez-Abril, Nicolas Aragón-Sánchez, José Julián Ríos-Chávez y Robert Rodríguez-Porto

ISSN 2477-9024. Innova Research Journal (Septiembre-Diciembre, 2023). Vol. N8, No. 3, pp. 51-70

Table 2

Analysis topics

Subject

Main conclusions

Study

Abadi (2019); Abadi, et al. (2020); Ahmmadi, et

al. (2021); Aliabadi, et al. (2020); Beer &

Theuvsen (2019); Bezaa, et al. (2018); Chin, et

Based on the theory of planned behavior, and with the

aim of implementing actions and improving public

policies that, in some cases, have not generated the

expected impact, we seek to identify the different

conscious and unconscious psychological factors that

influence and affect the mentality and will of farmers

and consumers in various parts of Europe and Asia

when adopting or implementing new pro-

environmental techniques in agriculture. These

techniques can generate a different dynamic in terms of

cost reduction, as well as the reduction of carbon

emissions, and at the same time, help to innovate and

diversify the development of agriculture, covering a

diversity of crops throughout the different regions.

al. (2016); Fang, et al. (2021);

Ghaniana, et

al. (2020); Ghoochani, et al. (2018); Kangogo, et

al. (2021); Landmann, et al. (2020); Lanza, et al.

(

2021); Menozzi, et al. (2014); Moghadam, et al.

2020); Mohammadinezhad Ahmadvand

2020); Mwalupaso, et al. (2019); Nettle, et al.

2021); Nguyen, et al. (2021); Pérez & Egea

2019); Ranjbar, et al. (2021); Rezaei &

&

Ghofranfarid (2018); Rezaei, et al. (2020);

Rezaei, et al. (2018); Safa & Saghinsara

(

2020); Sarkar, et al. (2022); Senger, et al.

2017); Shen & Shen (2020); Van et al. (2016);

Villamayor, et al. (2019); Wang , et al. (2020);

Wang (2021); Was, et al. (2021); Xiao, et al.

(

2020); Yaghoubi, et al. (2019); Yazdanpanah, et

al. (2021).

Projects for the implementation of new ICT

telecommunications

technologies

within

the

agricultural community in Europe and Asia, which seek Abu-Bakar, et al. (2020); Adnan, et al. (2019);

with their use to contribute to the improvement of the Alonso & Krajsic (2015); Caffaro, et al. (2020);

most used practices in agricultural processes, as well as Caffaro, et al. (2021); Chatterjeea, et al. (2020);

the training of farmers for the promotion of interactive Kumar & Das (2019); Ness, et al. (2010); Omulo

learning with actions that can be used in the day to day & Kumeh (2020); Saengavut & Jirasatthumb

of the crops, so that in this way they can obtain more (2021); Sedeh et al, (2020); Sherrington, et al.

significant benefits in production and turn to contribute (2008); Valliere (2017); Zhou, et al. (2016).

to improvements in the implementation of eco-friendly

processes.

In the spirit of implementing agricultural sustainability, Agovino, et al. (2017); Alavion & Taghdisi

we study social behavior in developing countries on (2020); Bouichou, et al. (2021); Galdino, et al.

issues related to the adoption and implementation of (2013); Giampietri, et al. (2018); Jiang, et al.

agricultural development models, which are climate (2018); Kaliyeva, et al. (2020); Kaufmann, et al.

adaptable, as well as security models and, in general, (2009); Krishnadas & Renganathan (2021);

all types of models that allow farmers to adapt Senger, et al. (2016); Tóth, et al. (2020); Wang,

effectively, to ensure improved crop production and et al. (2019); Wanga, et al. (2021); Yu & Hui

welfare over time.

(2019).

Note: The table presents the grouping of general conclusions by thematic axis associated with the

planned behavior.

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Rural and agricultural productive development behavior. A literature review from the theory of planned behavior

between 2008 and 2022

Types of study and type of analysis

Analyzing the typology of the articles concerning the type of study carried out (Table 3), it

was found that the theoretical studies found accounted for 9.3% of the total number of articles, and

the remaining 90.7% was equivalent to 58 empirical papers, which were analyzed with quantitative

approaches, in which quantitative statistical and econometric techniques are applied, such as

structural equations or EQS, descriptive statistics, bivariate analysis, correlations, confirmatory

factor analysis, logistic, linear and multiple regressions. The analysis is in Table 3. It shows that

the methodologies used in these studies are inclined to carry out studies with statistical rigor, and

there needs to be more interest in qualitative and mixed studies.

Table 3

Classification of journals consulted

Type of

Study

Type of analysis

Study

Systematic literature review Adnan, et al. (2019); Valliere (2017).

Theoretical

Wang, et al. (2020); Sherrington, et al. (2008); Omulo & Kumeh

2020); Kaufmann, et al. (2009).

Ahmmadi, et al. (2021); Alavion & Taghdisi (2020); Aliabadi, et al.

Descriptive literature review

(

2020); Bezaa, et al. (2018); Caffaro, et al. (2020); Caffaro, et al.

2021); Chatterjeea, et al. (2020); Chin, et al. (2016); Ghaniana, et al.

2020); Ghoochani, et al. (2018); Giampietri, et al. (2018); Kumar &

Das (2019); Landmann, et al. (2020); Lanza, et al. (2021); Menozzi,

et al. (2014); Moghadam, et al. (2020); Mohammadinezhad &

Ahmadvand (2020); Ness, et al. (2010); Ranjbar, et al. (2021); Rezaei

Structural

equations or

SSE

&

Ghofranfarid (2018); Rezaei, et al. (2018); Saengavut &

Jirasatthumb (2021); Sarkar, et al. (2022); Senger, et al. (2017); Shen

Shen (2020); Tóth, et al. (2020); Wang (2021); Wang, et al. (2019);

&

Wanga, et al. (2021); Xiao, et al. (2020); Yaghoubi, et al. (2019);

Yazdanpanah, et al. (2021).

Agovino, et al. (2017); Alonso & Krajsic (2015); Beer & Theuvsen

Descriptive

statistics

(

2019); Fang, et al. (2021); Jiang, et al. (2018); Mwalupaso, et al.

2019); Yu & Hui (2019).

Empirical Quantitative

Bivariate

analysis

Kaliyeva, et al. (2020).

Abu-Bakar, et al. (2020); Galdino, et al. (2013); Kangogo, et al.

Correlation

(

2021); Rezaei, et al. (2020); Senger, et al. (2016).

Linear

regression

Confirmatory

factor analysis

Logistic

regression

Maximum

likelihood

Multiple

Nguyen, et al., (2021); Sedeh et al, (2020).

Abadi (2019); Safa & Saghinsara (2020).

Bouichou, et al. (2021); Nettle, et al. (2021); Van et al., (2016); Was,

et al. (2021); Zhou, et al. (2016).

Villamayor, et al. (2019).

Abadi, et al. (2020); Krishnadas & Renganathan (2021); Pérez &

Egea (2019).

regression

analysis

Note: Main types of studies and analyses used in the articles reviewed.

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ISSN 2477-9024. Innova Research Journal (Septiembre-Diciembre, 2023). Vol. N8, No. 3, pp. 51-70

Discussion, implications and future lines of research

Some theoretical and practical implications were identified about the study, and the

exploration of literature was carried out on the various articles and research. One conclusion is that

the theory of planned behavior is adequate to explain rural and agricultural productive

development behavior because it accurately predicts both intentions and behaviors based on

determining factors such as attitudes, subjective norms, and perceived controls (Ajzen, 2002;

Corral, 2003). Therefore, applied research should address these issues openly to promote and

encourage sustainable behavior (Pires et al., 2014), which points to the approach of social and

environmental attributes oriented to the collective benefit.

At this point, it should be noted that psychological variables within rural and agricultural

communities influence entrepreneurial intention. Clarifying that individualism, attitude, and

propensity to loyalty are part of the influencing elements of the intention (Lu et al., 2015). In other

words, most studies focus on understanding aspects of rural and agricultural development

behavior, especially on entrepreneurship, productive, environmental, and social aspects. This

implies delving into recent models based on the TPB to analyze the behavior and intention to

undertake rural and agricultural projects. However, more studies are needed to confirm the results

and analyze the behavioral models developed in rural and agricultural development.

Similarly, it is vital to analyze how other variables not considered in the articles analyzed

modify the intention to undertake or decide to develop a project. The social trust variable could be

included in these models as a determinant of the intention to undertake rural development projects.

In some other publications (Lanza et al., 2021; Alavion & Taghdisi, 2020; Ahmmadi et al., 2021;

Wang et al., 2020), the importance of perceived value concerning the intention to develop a project

is mentioned since it is related to elements such as quality, risk, and publicity. Therefore, aiming

at an integrated model that incorporates and validates different variables is essential.

Thus, it is vital to work on future lines of research that seek to understand the decision

process to develop projects and, to this end, to resort to behavioral theories based on the TPB that

facilitate understanding the different variables that affect the development action. Finally, the

results show how most of the studies have a quantitative or qualitative approach, evidencing the

need to work on mixed approaches that allow broadening the analysis integrally to understand

agricultural and rural development behaviors and intentions.

Conclusions

Consequently, it is necessary to understand the behavioral dynamics of the populations to

implement new strategies within the agricultural and rural communities that guarantee, in some

way, the permanence and improvement of the productive processes about time and efficiency

within the agricultural productive life cycle; for this, and it is necessary to carry out a management

that integrates all the actors under a single purpose, that of supporting the company and agricultural

development, as the basis of the economy of the territory.

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Rural and agricultural productive development behavior. A literature review from the theory of planned behavior

between 2008 and 2022

It is inferred that the adoption of information and communication technologies (ICT)

facilitates rural development because they motivate innovation and exacerbate the entrepreneurial

potential of farmers, added to the motivation of the rural household, participation in government

programs aimed at promoting rural cooperative culture, where these variables are conducive to

farmers can approach from home to the primary market, and no less important to evaluate their

Productive Behavior, through agricultural mechanization, which allows farmers to take advantage

of operative agricultural knowledge to minimize energy, labor costs and increase productivity,

where the application of the theory of planned behavior (TPB) is interesting.

In short, it is understood that the study of behavior and its different methods of analysis are

intended to contribute to the improvement of standard practices through participatory

methodological proposals, which lead to reflection on social behavior and the adoption and

implementation of practical agricultural development models, containing the main focus of

agriculture, and which in turn propose continuous improvement within this practice. In this

exercise, reviewing various exogenous variables that influence or may influence decision-making

within rural projects is essential.

It is, therefore, necessary to build future lines of research which seek to understand better

the intentions and actions aimed at rural project implementation and define rural development

behaviour from a professional, entrepreneurial and ethnographic perspective, in which a broader

understanding of the factors and variables that influence rural and agricultural development action

is required. Finally, the results show how most of the studies adopted separate literature reviews,

and quantitative and qualitative approaches, thus indicating the need for mixed methods to

understand the behaviours and characteristics of rural development, entrepreneurship and social

innovation.

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