Applicability of the Theory of Planned Behavior (TPB) to Predict Acceptance of Cooperative System: The Case of Boyer-Ahmad County

Social life is one of the natural features of humans. Traditional and modern features of gathering have been some evidences of this trend. The basic motivation for this social interaction is interdependence of community members for their spiritual and material needs (Shahbazi, 1996). Our basic values and religious beliefs are also in line with this view. Cooperation can help poor and disadvantaged people providing employments and sustainable livelihoods (Shabanali et al. 2009). Accordingly, in development of the 20-year plan of our country, it has been regarded that equal opportunities for work and employment should be provided for people. Thus, the role of cooperative sector as one of the most democratic sectors of economy is more important (Safari, et al. 2010). These days, during the fifth development plan, the responsibility for providing employment opportunities has been assigned to the cooperative sector. However, cooperation and team work has not been institutionalized in our country. Kohgilouyeh and Boyer-Ahmad province as a part of our country is also not an exception. In the other words, in spite of long traditions of cooperation and team work among people, efficient use of this moral rule has not been so significant. Thus, the main question that arises here is that “why despite of importance and positive functions of cooperation and team work, there is less willingness to do that?” Thus, the Theory of Planned Behavior was used in this study to identify factors which predict the acceptance of cooperative system in Boyer-Ahmad County. This may help planners and decision makers to strength facilitators and to remove barriers of tram work. Conceptually, the model presented in this paper stems from the theory of planned behavior (TPB) as originally proposed by Ajzen (1985). According to the theory of planned behavior, people act in accordance with their intentions and perceptions of control over the behavior, while intentions in turn are influenced by attitudes toward the behavior, subjective norms, and perceptions of behavioral control. The cognitive foundations of these factors are consistent with an expectancy-value formulation (Ajzen, 1991). Attitudes are an individual’s positive or negative evaluation of performing the behavior. Subjective norms are an individual’s beliefs about what significant others think she/he should do. PBC reflects perceptions of the ease or difficulty to perform the behavior of interest (Ajzen, 1991). These constructs are formed by three different kinds of beliefs, namely consequence beliefs, normative beliefs and control beliefs.In this study, the purpose of the modeling was to explain probability of acceptance of cooperative system by respondents. This probability was explained by joint influence of attitudes toward cooperation, subjective norms and perceived behavioral control (PBC).Technically, structural equation modeling (SEM) has been used to test and to estimate causal relations specified in the theoretical model. This type of modeling technique allows for inclusion of latent variables in the models that are not directly measured. Thus, this model allows for incorporation of attitude, subjective norm and perceived behavioral control as latent variables that are indicated by observed variables. In addition, diagnostic parameter such as Chi-square (χ2); Root Mean Square Error of Approximation (RMSEA); Goodness-of-Fit Index (GFI); the Adjusted Goodness of Fit Index (AGFI); the Comparative-Fit-Index (CFI) and the Normed-Fit-Index (NFI) also considered as indicator of the model goodness-of-fit. Survey research method with a pre-structured questionnaire was used to collect data. The validity of the questionnaire was verified by experts and the reliability of research tool was also measured and verified through a pilot study in Sisakht county, Kohgiluye-BoyerAhmad province, using Cronbach’s Alpha reliability coefficient (0.578- 0.944) which pass the widely accepted threshold value. These measures ensure that latent variables are internally consistent i.e. reliable and stable.Research sample was selected among Boyer-Ahmad county residents (n=486) based on Krejcie and Morgan sample size table (Patton, 2002) and stratified random sampling procedure.Research sample in each stratum (rural-urban) was selected in some stages based on Cluster Sampling rules. Thus, in fact research sampling technique of this study is Stratified Random Sampling and within each stratum, a Cluster Sampling approach has been used. The research tool (questionnaire) consisted of nine parts. One to eight parts of it were to measure different components of TPB i.e. cooperative acceptance behavior, behavioral intention, behavioral beliefs, normative beliefs, control beliefs, evaluation of results, impulse to obey, and the power of control beliefs. The ninth part of the questionnaire was about demographic variables such as age, sex, habitat, level of education, employment and so on. Discussion of results and The results of descriptive statistics showed that the mean score of the age of respondents is 31 years and most of them have been in the range of less than 30 years old. 46.3 percent of respondents were from urban areas while the rest of them (53.7 percent) were from rural areas. Also, most of them (about 45 percent) were in secondary and post-secondary education. Finally, about 31.9 percent of them were unemployed and the others were employed in different sectors i.e. governmental (23.9 percent), cooperative (8.4 percent) and private (35.8 percent). The results of descriptive statistics of respondents’ cooperative behavior showed that the mean score of this variable was 1.41 in the range from 1 to 5 which is located in the lower level. Also, the mean score of behavioral intention of the studied sample was 2.97. Moreover, respondents’ attitude towards cooperation and team work was calculated by multiplying behavioral beliefs score to evaluation of results score. Based on this calculation, the mean score of the respondents’ attitude towards cooperation and team work was 15.78 from 25 that is above average. Furthermore, subjective norm was calculated by multiplying normative beliefs to impulse to obey and perceived behavioral control was also calculated by multiplying control beliefs to the power of control beliefs which respectively mean 9.78 and 12.47. To study the relationships between variables, Pearson correlation coefficient was used. The results showed that there were statistically significant and positive relationships between the supposed variables. The Path Analysis was also used to investigate direct and indirect effects of independent variables on dependent variable(s). In the first stage, behavior as the dependent variable and behavioral intention and perceived behavioral control as independent variables were entered to regression analysis simultaneously. The results showed that the direct effects of these two independent variables on the supposed dependent variable were statistically significant and positive, and they were significant predictors of the cooperation acceptance (dependent) variable. The standardized regression coefficients showed that behavioral intention has more effect on cooperation acceptance in comparison to perceived behavioral control. In the second stage, behavioral intention regarded as dependent variable and attitude towards cooperation, subjective norm and perceived behavioral control regarded as independent variables and entered regression analysis simultaneously. The results of this stage showed that direct effects of independent variables on dependent variable are statistically significant. In the other words, those with favorable attitudes toward cooperation, those who have experienced stronger social pressure for cooperation acceptance, and those who feel a sense of control over internal resources (such as potentials and abilities), and over external resources (such as facilities and credits), and over successful perform of behavior, are more willing to accept cooperation system. The standardized regression coefficients showed that attitude towards cooperation has more effect on intention to accept cooperation in comparison to other variables, and then, subjective norms and perceived behavioral control have more effect respectively. However, adjusted R square showed that these independent variables able to explain about 29.3 percent of changes in dependent variable variance.The total standard causal effects of independent variables on cooperation acceptance behavior showed that behavioral intention have the most total effect on behavior and then, perceived behavioral control, attitude towards cooperation and subjective norms placed respectively. In the other words, attitude and subjective norm have only indirect influence on behavior (via behavioral intention).Moreover, the analysis of the goodness of fit showed a good fitness of the supposed model for the studied respondents. Thus, the following recommendations can be present based on research - Continued technical, equipment and financial support of cooperative sector- creating a culture of cooperation in the society via strategies such as publicity, education and extension programs and so on