Changing Attitudes: Does Personal Experience Matter? A Structural Equilibrium Equation Modeling Approach with Panel Data

Conversion to particularly animal-friendly stabling (PAFS) is one of the programs for which Swiss farmers receive direct payments from the government. This conversion to PAFS is analysed within a structural equation model in order to 1) review the link between intention to convert and observed conversion behavior, 2) prove the influence of personal experience on changing attitudes and norms, after having converted. The behavior model encompasses three theoretical constructs which influence the Behaviour: Attitude toward PAFS and Subjective Norm regarding PAFS, which both affect Intention to perform PAFS. Lastly, Intention influences the Behavior, i.e. observed conversion to PAFS. These variables are available for two time points, so one can differentiate between Conversion1 and Conversion and so on. In addition, Behavior influences Attitude 2 and Subjective Norm of the second time point so one can investigate if there is any effect of personal experience on these variables. All in all the models have good fit, but results cannot be seen as supporting the underlying theory. At least the results indicate the weakness of the Theory of Reasoned Action regarding the intention-behavior-relation, which has already shown in other behavior domains. But also the effect of personal experience on attitudes and subjective norm cannot be confirmed.