Role of agricultural Extension services and a new ecological paradigm in determinants of perceived crop yield and pro-environmental social norms
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In this research, the aims of the research are included to find out the impact of ecological paradigm and agricultural extension services on both perceived crop production and pro environmental social norms. Furthermore, the researcher considered a significant mediator "personal norm", in the relationship among ecological paradigm, perceived drop production and pro environmental social norms. And this mediator is also considered in the relationship among agricultural extension services, perceived crop production and pro environmental social norms. The adopted research design involves Quantitative research method, deductive research approach, cross sectional time horizon and positivist research philosophy. The research population is the agricultural industry of Malaysia, out of which the target sample is taken out by the researcher with the help of purposive sampling technique. The researcher has collected the data with the help of self-administered questionnaire-based survey from 320 participants of the Malaysian agricultural industry. The collected data is screened, and 305 valid responses are analyzed with the help of Microsoft Excel and SPSS. The results of the study proposed that the impacts of ecological paradigm and agricultural extension services are positive and significant on both perceived crop production and pro environmental social norms. Furthermore, the mediating impact of personal norms has been found to be significant both in the case of ecological paradigm and perceived crop production and pro environmental social norms and ecological paradigm. Moreover, the impact of personal norms as a mediator is significant in the case of both agricultural extension services and perceived crop production and agricultural extension services and pro environmental social norms. The study significantly focuses on pro environmental social norms, which adds to the novelty and innovation as well, moreover, considering ecological paradigm along with personal norms is also a significant and novel factor of this study.
AgBioForum, 23(2): 123-134. ©2021 AgBioForum
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