BEHAVIOURAL DETERMINANTS OF URBAN FARMING ADOPTION IN MALAYSIA: A QUALITATIVE STUDY USING THE THEORY OF PLANNED BEHAVIOUR
DOI:
https://doi.org/10.35631/AIJBES.824012Keywords:
Behavioural Intention, Food Security, Qualitative Thematic Analysis, Sustainable Agriculture, Malaysia, Theory of Planned Behaviour (TPB), Urban Agriculture, Urban FarmingAbstract
This study examines the behavioural intentions of urban citizens in Malaysia towards urban farming. The research uses the Theory of Planned Behaviour (TPB) as a framework. A qualitative approach was applied, involving semi-structured interviews with 50 participants from major urban centres in Peninsular Malaysia. The study aims to understand how attitudes, subjective norms, and perceived behavioural control influence the intention to adopt urban farming. Thematic analysis, performed with NVivo 14, found that positive attitudes, such as valuing food freshness, health benefits, and environmental impact, strongly motivate people to participate. Subjective norms are shaped by family support, community inspiration, and the growing visibility of urban farming. Perceived behavioural control depends on factors like space, time, and access to knowledge and technology. Participants with higher self-efficacy and greater community involvement are more willing to engage in urban farming. The findings support the TPB framework as a useful tool for understanding behavioural intentions in Malaysia’s urban farming context. They also offer a theoretical basis for developing effective awareness campaigns, training programmes, and policies to encourage sustainable urban agriculture.
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