This is consistent with Brickell, Chatzisarantis and Pretty's (2006) research, which shows

that there are positive correlations between subjective norms and intentions to use certain

behaviors. However, in other research, subjective norms are an insignificant indicator of

behavior (Luzar & Diagne, 1999). The interview data reflect the Mann-Whitney U test

results to some degree. However, this may be due to measurement error. A one item

measure may not accurately capture subjective norms. Interview responses show that

TAP user groups' subjective norms influence their behavior more than the ordinal

question. 67% of low TAP users and 80% of high TAP users said that they should farm

traditionally. Reasons given among TAP user groups' members for why they should

farm traditionally highlight the importance that some farmers place on preservation.

Further, high TAP user group members mention that they should farm traditionally

because it is better for the environment. Pressure to comply with referents reveals

participants' desire to preserve practices and the belief that those practices are

environmentally sound. Likewise, low TAP users may not use TAP because of the desire

to comply with referents who believe that TAP are undesirable behaviors. This research

suggests that social pressure to comply with important referents is a relevant explanatory

factor in understanding differences between TAP user groups.

 The results related to self-identity variables are interesting. Modern self-identity

differed between groups based on the Mann-Whitney U test. Traditional self-identity did

not. The high TAP user group was less likely to orient themselves as modem farmers

than the low TAP user group. However, both TAP user groups had a neutral identity as

traditional farmers. Lower TAP users might view themselves as modern farmers and also

maintain an identity as traditional farmers, similar to high TAP users. They may be able