Which factors influence farmers’ intentions to adopt giant panda conservation practices?

Socio-psychological factors can influence efforts to conserve biodiversity. Despite numerous studies focused on giant panda (Ailuropoda melanoleuca) conservation, the intentions of farmers with respect to these conservation practices have received little attention. This paper uses an expanded version of the theory of planned behavior (TPB) as a framework to identify the socio-psychological factors that influence farmers’ intentions to adopt conservation practices. The TPB hypothesizes that intention is determined by three psychological constructs: attitude, subjective norms, and perceived behavioral control. Perceived resources and some socioeconomic issues are also considered in the expanded TPB framework. A structured survey of 506 farmers was conducted, with farmers categorized into groups who received and did not receive subsidy payments. A principle components analysis was applied to check the structure of the latent TPB constructs. We used a logistic model to identify the impact of perceived resources, attitude, subjective norms, perceived behavioral control, and other socioeconomic characteristics on farmers’ intentions to adopt conservation practices. Results show that the intentions of subsidized conservation participants were significantly influenced by perceived resources, behavioral control, attitude, and subjective norms. Non-subsidized conservation participants were significantly influenced by perceived resources, behavioral control, and subjective norms. Numerous socioeconomic factors were also significantly associated with intentions. To improve the adoption of sustainable conservation practices by farmers, attention should be paid to both psychological and socioeconomic issues that could improve the sustainability of A. melanoleuca conservation and the livelihoods of farmers in southwest China.