Behavioural Theories in Agricultural Extension: A Review of Farmer Decision-Making and Technology Adoption

Pallabi Phukan

ICAR-KVK, Longleng, Nagaland, India.

Gonugunta Madhumitha Rama Tulasi

Department of Agricultural Extension, University of Agricultural Sciences (UAS), Gandhi Krishi Vignan Kendra (GKVK), Bengaluru-560065, India.

Gurrala Priyanka

College of Agriculture, Rajendranagar, Professor Jayashankar Telangana Agricultural University, Hyderabad, 500030, India.

Swagata Patra

Department of Agricultural Extension, Palli-Siksha Bhavana (Institute of Agriculture), Visva-Bharati, Sriniketan, 731236, West Bengal, India.

Monu Kumar

Climate Smart Agriculture Project with PPG Advisory LLP., Kisan Mandi Bhavan, Vibhuti Khand, Gomtinagar, Lucknow, India.

Bhawika Bisht

Department of Agricultural Communication, G.B. Pant University of Agriculture and Technology, Pantnagar, U.S. Nagar, Uttarakhand- 263145, India.

Vikas Chandra Gautam *

Department of Agricultural Communication, G.B. Pant University of Agriculture and Technology, Pantnagar, U.S. Nagar, Uttarakhand- 263145, India.

*Author to whom correspondence should be addressed.


Abstract

Agricultural extension is expected to do more than transmit technical information: it must help farmers judge uncertain innovations, develop confidence to act, learn from peers and advisers, and sustain practices under heterogeneous economic and institutional conditions. Behavioural theories have therefore become increasingly prominent in research on farmer decision-making and technology adoption, but they are often applied in isolation and with uneven methodological rigour. This critical narrative review evaluates how major behavioural frameworks have been used to explain and influence agricultural adoption, with emphasis on diffusion of innovations, the theory of planned behaviour, social cognitive and social-learning perspectives, the technology acceptance model and unified technology-acceptance approaches, behavioural-economics concepts, and identity- and norm-based explanations. Literature published mainly from 1985 to 24 June 2026 was examined, while earlier foundational behavioural theory was retained where conceptually necessary. The synthesis indicates that no single theory adequately captures the full adoption process. Diffusion perspectives are strongest for perceived innovation attributes and communication processes; reasoned-action models clarify intentions and perceived control but are vulnerable to an intention-behaviour gap and frequent measurement errors; social-learning approaches explain observation, experimentation and network diffusion; technology-acceptance models are useful for digital tools but can understate infrastructure, trust and actual-use constraints; and behavioural-economics and identity perspectives illuminate timing, uncertainty, loss sensitivity, social meaning and non-financial motivations. Across frameworks, extension is most credible when treated as a behaviour-change system rather than an information-delivery channel. Effective practice requires stage-specific diagnosis of beliefs, capabilities, social influence, uncertainty, trust and structural feasibility, followed by opportunities for trial, feedback and adaptation. Future research should prioritise prospective measurement of actual behaviour, theory-comparative and causal designs, psychometrically sound constructs, network-aware experiments, and integrated models that distinguish behavioural mechanisms from material constraints. Such an approach can make behavioural theory more useful for extension design without reducing farmer choices to psychology alone.

Keywords: Agricultural advisory services, innovation diffusion, social learning, theory of planned behaviour, technology acceptance, behavioural economics, farmer behaviour, digital agriculture


How to Cite

Phukan, Pallabi, Gonugunta Madhumitha Rama Tulasi, Gurrala Priyanka, Swagata Patra, Monu Kumar, Bhawika Bisht, and Vikas Chandra Gautam. 2026. “Behavioural Theories in Agricultural Extension: A Review of Farmer Decision-Making and Technology Adoption”. Archives of Current Research International 26 (9):553-72. https://doi.org/10.9734/acri/2026/v26i92150.

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