* Control beliefs: beliefs about the presence of factors that may facilitate or impede
 performance of the behavior (traditional and modern agricultural practices) (Ajzen,
 ND).

* Normative beliefs: the perceived behavioral expectations of important referent
 individuals or groups (Ajzen, ND).

* Perceived behavioral controls: "people's perceptions of their ability to perform a
 given behavior" (Ajzen, ND). This definition consists of two parts: a person's
 confidence and perceived control beliefs over performing behavior

* Self-efficacy: an individual's confidence in his/her capabilities to produce effects

* Self-identity: the salient part of an actor's self which relates to a particular
 behavior (Stryker, S., & Burkes, 2002). I will use a modified version ofFekadu
 and Krafts (2001) self-identity measurements.

* Resource access: accessibility and reliability on traditional and non-traditional
 mass media and interpersonal communication resources

* Subjective norms: "perceived social pressure to engage or not to engage in a
 behavior" (Ajzen, ND).

* Traditional agricultural practices: those practices which were existent post WWII
 conventional agricultural practices