Determinants of pro-environmental behavior among young and older farmers in Taiwan

The aim of this study was to explore the determinants of farmers' pro-environmental behaviors in Taiwan. A total of 526 valid questionnaires were received from a randomly stratified sample of young (below 40 years old) and older (above 40 years old) farmers located in Central Taiwan. The findings revealed that young farmers' pro-environmental behaviors were directly affected by personal norms, and also indirectly from personal and social norms through perceived behavioral control. In contrast, older farmers' pro-environmental behaviors were directly affected by social norms, whereas personal norms also had an indirect impact via perceived behavioral control. Results from this study could contribute towards the development of appropriate strategies for the two age groups of farmers who respond to the different determinants of their pro-environmental behaviors.