Good agricultural practices certification schemes have been promoted to enhance agricultural sustainability. This study seeks to explain the adoption of GAP certification schemes through an analysis of the role of personal values in guiding such choice. It is a departure from approaches taken in previous studies in the area. Through the laddering interview technique of means-end chain analysis, a hierarchical value map was systematically schematized to illustrate the relationship between adoption of GAP, outcomes, and personal values driving the choice. The (...) personal values identified in this study cluster under the headings of “better life”, “religious responsibility”, “healthy life”, and “responsible farmer”. Amongst these, the main evidence pointed to the desire to have “better life” through the enhanced financial position that is perceived to arise as a consequence of GAP adoption as being of primary importance. These findings suggest that, while profit is not the sole end driver of adoptive behavior, GAP certification schemes have to be seen as lucrative and to enhance the goals of achieving core personal values. Other empirical information in this study also has significant policy implications. It is a key finding of this paper that effective promotions of GAP should be tailored and targeted at specific segments of the farmer population. (shrink)

Scholars have recognized the importance of local and indigenousknowledge in less industrialized countries. Few studies havebeen done on the diversity of knowledge communities in moreindustrialized countries, however, because of researcherassumptions about the spatial and temporal dimensions of localand scientific knowledge. A distinguishing feature of knowledgecommunities is the way that time and space are perceived. Thesedifferences are reflected in farmers' decision-making.Depending on farmers' knowledge orientations, they may utilizequite different criteria to determine the reliability andapplicability of new information. Advocates of sustainableagriculture, and (...) proponents of on-farm research will benefit byrecognizing the diverse ways that farmers know and understandtheir farming systems in both less and more industrializedcountries. (shrink)