Motivation and opportunity may drive Tunisian farmers to reduce chemical pesticides in horticulture

This study investigates the sociopsychological factors influencing Tunisian farmers' adoption of sustainable pest management techniques by employing the motivation-opportunity-ability framework and using partial least squares structural equation modelling. It is the first empirical study to test this framework in predicting farmers' readiness to reduce pesticide usage in agriculture, distinguishing between intrinsic and extrinsic motivations. The findings reveal that both intrinsic and extrinsic motivations significantly impact farmers' readiness to reduce pesticide use. Particularly, extrinsic motivations, such as peer influence and prevailing practices within the community, play a crucial role, highlighting the importance of social dynamics in sustainable agricultural decisions. Additionally, opportunities to adopt non-chemical pest control methods, enhanced by access to information and technology, positively influence farmers' intentions to minimize pesticide use. These results suggest that enhancing farmers' motivation through targeted educational programs and fostering opportunities via supportive policy environments are key strategies to promoting sustainable pest management practices in the region.