FACTORS INFLUENCING PESTICIDE RISK-REDUCTION BEHAVIOUR AMONG VEGETABLE FARMERS IN NORTHWESTERN TAMIL NADU: A HEALTH BELIEF MODEL-BASED PLS-SEM APPROACH

Abstract

Vegetable farmers face pesticide exposure during mixing, spraying, and disposal, yet recommended precautions are not consistently practised. This study examined how six Health Belief Model constructs are associated with pesticide risk-reduction behaviour among vegetable farmers in northwestern Tamil Nadu. A cross-sectional survey was conducted from September to October 2025 with 200 farmers in 20 villages across Dharmapuri and Krishnagiri districts. Face-to-face interviews used a structured schedule covering perceived susceptibility, severity, benefits, barriers, cues to action, self-efficacy, and seven protective practices. Descriptive statistics and partial least squares structural equation modelling were used to assess the measures and test the hypothesised paths. Protective practices varied considerably: 88.1% reported washing their hands after pesticide use, but only 34.1% wore gloves and 21.0% wore goggles; 61.6% reported mixing pesticides with bare hands. The six constructs explained 71.5% of the variance in pesticide risk-reduction behaviour (R² = 0.715; adjusted R² = 0.706). Perceived severity (β = 0.832), self-efficacy (β = 0.378), cues to action (β = 0.173) and perceived benefits (β = 0.223) showed significant positive associations (all p < 0.001). Perceived susceptibility (β = −0.222, p = 0.001) showed significant negative associations, contrary to the hypotheses, while perceived barriers were negatively associated with behaviour (β = 0.035, p = 0.412). Extension programmes should strengthen practical safety skills and prompts, improve access to protective equipment.