Growers’ behavioral intentions towards agricultural insurance participation: Big Five personality traits within the TPB framework
-
DOIhttp://dx.doi.org/10.21511/ins.15(2).2024.06
-
Article InfoVolume 15 2024, Issue #2, pp. 61-73
- 73 Views
-
15 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This study seeks to establish the influence of the Big Five personality traits, which include Openness, Neuroticism, Conscientiousness, Agreeableness, and Extraversion, on growers’ willingness to embrace crop insurance schemes. Furthermore, it explores the role of Attitude, Subjective Norms, and Perceived Behavioral Control, as proposed in the Theory of Planned Behavior (TPB), on this relationship. Using a structured questionnaire, data were collected from 412 growers of arecanut and pepper. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via Smart-PLS 3.3. The analysis revealed that Perceived Behavioral Control (β = 0.462**), Subjective Norms (β = 0.260**), and Attitude (β = 0.115**) positively influenced growers’ behavioral intentions. Interestingly, the Big Five personality traits themselves did not have a direct effect on these intentions. Further mediation analysis demonstrated that Attitude and Subjective Norms fully mediated the effects of Extraversion (α = 0.026**, β = 0.069), Neuroticism (α = 0.019**, β = –0.016), and Openness (α = 0.024**, β = 0.069) on Behavioral Intention. However, these variables did not mediate the relationship between Agreeableness (α = 0.011, β = 0.058), Conscientiousness (α = –0.017, β = –0.080), and Behavioral Intention. Additionally, perceived behavioral control mediated the link between personality traits and intention, though this was not the case for Conscientiousness. This study contributes to the application of the TPB by incorporating the Big Five personality traits and exploring their interaction with the TPB dimensions.
- Keywords
-
JEL Classification (Paper profile tab)G22, Q14, D91, M31, Q54
-
References43
-
Tables7
-
Figures1
-
- Figure 1. Conceptual framework
-
- Table 1. Measurement of items Source: Rajeev et al. (2022).
- Table 2. Respondents’ demographic profile
- Table 3. Measurement models (Cronbach’s α, Composite reliability and Average Variance Extracted)
- Table 4. Fornell-Larcker criterion test results
- Table 5. HTMT (Heterotrait-Monotrait) Test Results
- Table 6. Structural path analysis results
- Table 7. Mediation analysis results
-
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
- Ajzen, I. (2006). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665-683.
- Ajzen, I. (2011). The theory of planned behavior: Reactions and reflections. Psychology & Health, 26(9), 1113-1127.
- Allport, G. W. (1937). Personality: A Psychological Interpretation. Sociometry, 1(3/4), 420-425.
- Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behavior: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499.
- Asendorpf, J. B., & Wilpers, S. (1998). Personality effects on social relationships. Journal of Personality and Social Psychology, 74(6), 1531-1544.
- Bahinipati, C. S., & Patnaik, U. (2022). What Motivates Farm-Level Adaptation in India? A Systematic Review. In Haque, A. K. E., Mukhopadhyay, P., Nepal, M., & Shammin, M. R. (Eds.), Climate Change and Community Resilience: Insights from South Asia (pp. 49-68). Springer, Singapore.
- Barrick, M. R., & Mount, M. K. (1991). The Big Five personality dimensions and job performance: A meta-analysis. Personnel Psychology, 44(1), 1-26.
- Bhise, V. B., Ambhore, S. S., & Jagdale, S. H. (2007). Performance of agriculture insurance schemes in India. Proceedings of 101st EAAE Seminar 5-6 July 2007. Berlin, Germany.
- BIwal, D., & Bahinipati, C. S. (2022). Why Are Farmers Not Insuring Crops against Risks in India? A Review. Progress in Disaster Science, 15, 100241.
- Blackstock, K. L., Ingram, J., Burton, R., Brown, K. M., & Slee, B. (2010). Understanding and influencing behavior change by farmers to improve water quality. The Science of the Total Environment, 408(23), 5631-5638.
- Borges, J. A. R., Oude Lansink, A. G. J. M., Ribeiro, C. M., & Lutke, V. (2014). Understanding farmers’ intention to adopt improved natural grassland using the theory of planned behavior. Livestock Science, 169, 163-174.
- Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.
- Costa, P. T., & McCrae, R. R. (1992). Four ways five factors are basic. Personality and Individual Differences, 13(6), 653-665.
- Costa, P. T., Jr., & Widiger, T. A. (2002). Introduction: Personality disorders and the five-factor model of personality. In Costa, P. T., Jr., & Widiger, T. A. (Eds.), Personality disorders and the five-factor model of personality (2nd ed.) (pp. 3-14). American Psychological Association.
- Digman, J. M. (1990). Personality structure: Emergence of the five-factor model. Annual Review of Psychology, 41, 417-440.
- Digman, J. M. (1997). Higher-order factors of the Big Five. Journal of Personality and Social Psychology, 73(6), 1246-1256.
- Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
- Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach. Psychology Press.
- Fornell, C., & Larcker, D. F. (1981) Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
- Francis, J. J., Eccles, M. P., Johnston, M., Walker, A., Grimshaw, J., Foy, R., Kaner, E. F. S., Smith, L., & Bonetti, D. (2004). Constructing questionnaires based on the theory of planned behavior: A manual for health services researchers. Centre for Health Services Research, University of Newcastle upon Tyne.
- Godin, G., & Kok, G. (1996). The theory of planned behavior: A review of its applications to health-related behaviors. American Journal of Health Promotion, 11(2), 87-98.
- Goldberg, L. R. (1993). The structure of phenotypic personality traits. American Psychologist, 48(1), 26-34.
- Goldberg, L. R. (1993). The structure of phenotypic personality traits. American Psychologist, 48(1), 26-34.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
- Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2018). Partial least squares structural equation modeling-based discrete choice modeling: An illustration in modeling retailer choice. Business Research, 12(1), 115-142.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
- John, O. P., & Srivastava, S. (1999). The Big Five Trait taxonomy: History, measurement, and theoretical perspectives. In Pervin L. A. & John O. P. (Eds.), Handbook of personality: Theory and research (2nd ed.) (pp. 102-138). Guilford Press.
- Judge, T. A., & Ilies, R. (2002). Relationship of personality to performance motivation: A meta-analytic review. Journal of Applied Psychology, 87(4), 797-807.
- Judge, T. A., Bono, J. E., Ilies, R., & Gerhardt, M. W. (1999). Personality and leadership: A qualitative and quantitative review. Journal of Applied Psychology, 87(4), 765-780.
- Lounsbury, J. W., Sundstrom, E. D., Loveland, J. L., & Gibson, L. W. (2009). Intelligence, “Big Five” personality traits, and work drive as predictors of course grade. Personality and Individual Differences, 45(8), 775-779.
- Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3-9.
- McCrae, R. R. (1996). Social consequences of experiential openness. Psychological Bulletin, 120(3), 323-337.
- McCrae, R. R., & Costa Jr., P. T. (2008). The Five-Factor Theory of Personality. In O. P. John, R. W. Robins, & L. A. Pervin (Eds.), Handbook of Personality: Theory and Research (3rd ed.) (pp. 159-181). New York: Guilford Press.
- McCrae, R. R., & Costa, P. T. (2004). A contemplated revision of the NEO Five-Factor Inventory. Personality and Individual Differences, 36(3), 587-596.
- Memon, M. A., Ting, H., Cheah, J.-H., Ramayah, T., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), 1-20.
- Piedmont, R. L. (1998). The revised NEO personality inventory: Clinical and research applications. Plenum Press.
- Rajeev Matha, Geetha E., Raghavendra, Kishore L. and Shivaprasad S. P. (2022). Role of big-five personality traits in predicting behavioral intention: A case of Indian corporate bond investors. Problems and Perspectives in Management, 20(4), 624-638.
- Sheeran, P. (2002) Intention – Behavior Relations: A Conceptual and Empirical Review. European Review of Social Psychology, 12(1), 1-36.
- Sutton, S. (2006). Predicting and Explaining Intentions and Behavior: How Well Are We Doing? Journal of Applied Social Psychology, 28(15), 1317-1338.
- Watson, D., & Clark, L. A. (1997). Extraversion and its positive emotional core. In Hogan, R., Johnson, J., & Briggs, S. (Eds.), Handbook of Personality Psychology (pp. 767-793). Academic Press.
- Wauters, E., Bielders, C., Poesen, J., Govers, G., & Mathijs, E. (2014). Adoption of soil conservation practices in Belgium: An examination of the theory of planned behavior in the agri-environmental domain. Land Use Policy, 38(1), 123-134.
- Widiger, T. A., & Costa, P. T. (1994). Personality and psychopathology. Journal of Abnormal Psychology, 103(1), 78-91.