Behavioral intention toward sustainable fish farming adoption in nepal using an extended theory of planned behavior

Abstract

The adoption of sustainable aquaculture practices, including efficient water management, reduced chemical use, environmentally friendly feed, and proper waste management, is essential for minimizing environmental degradation and ensuring the long-term sustainability of the fish farming sector. However, limited empirical evidence exists on the factors influencing fish farmers’ behavioral intention and actual adoption of such practices in Nepal’s inland aquaculture sector. This study examines the determinants of farmers' behavioral intention and actual adoption of sustainable fish farming practices in Madhesh Pradesh, Nepal, using an extended Theory of Planned Behavior (TPB) framework incorporating attitudes, subjective norms, perceived behavior, self-efficacy, and environmental concern, with the latter two constructs extending the standard TPB model. Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on data collected from 289 fish farmers. The results revealed that attitude was the strongest correlate of behavioral intention, while subjective norms were significantly associated with both behavioral intention and actual behavior. Perceived behavior showed a significant association with behavioral intention but not with actual behavior. Self-efficacy showed a negative association with behavioral intention but a positive association with actual behavior. Environmental concern was not significantly associated with either behavioral intention or actual behavior. Behavioral intention was significantly associated with actual behavior, suggesting it serves as a meaningful pathway through which antecedent constructs relate to observed adoption behavior. The findings further indicated that economic and institutional barriers, particularly limited market access, high input costs, and inadequate technical knowledge, continue to constrain the adoption of sustainable practices. This study contributes to the literature by extending the TPB framework in the context of smallholder aquaculture in a developing country setting and highlights the predominance of economic and structural factors over environmental motivations in shaping adoption behavior. The findings provide evidence-based insights for policymakers and development practitioners to design targeted interventions that strengthen market linkages, improve extension services, and support farmers’ transition toward sustainable aquaculture practices.