Code and data for Theory of Planned Behaviour (TPB) and Diffusion of Innovation Theory (DOI)

The data was collected using theory of planned behaviour (TBC) and diffusion of innovation theory (DOI) frameworks. We wanted to know the drivers that dictate ranchers willingness to adopt a certification scheme on sustainable cattle ranching in the next three years in the Pantanal wetland, Brazil.In the TPB, it is hypothesized that beharviour is dictated by intention, which is determined by three central psychological constructs: attitude, subjective norm, and perceived behavioral control. As a general rule, the intention to act is stronger when attitude and subjective norm are more favorable, and when perceived behavioral control is greater.Attitude, subjective norm and perceived behavioral control are latent constructs and can be elicited directly or indirectly. When the is explaining intentions and behaviors, it is necessary to access people beliefs that are readily accessible in memory, which constitute the prevailing considerations that ultimately guide intentions and actions.For the TPB questionnaire construction, we used three items for intention, four items for attitude, three for subjective norm and five for perceived behavioral control, four items for behavioral belief, four items for normative belief and two for control beliefs. Each item was divided into two questions to measure expectations and motivations, facilitators, and perceived power. Each question is a column in the data.For the Diffusion of Innovation Theory, there are three components that dictate adoption: innovation, adopter, and context. Within innovation there are six attributes ranging from relative advantage to flexibility. Within adopter there are four attributes ranging from socio-economic factors to decision-making. Context has five attributes, ranging from culture to global discourse. Each of these attributes are divided into dimensions/elements are transformed into individual questions. Column F, in the spreadsheet Framework relates the elements with the number of the questions in the questionnaire and spreadsheet.