The Role of Self-Efficacy in the Context of Maasai Beekeeping Engagement Intentions

Tanzanian Maasai have seen a diversification of livelihood strategies like sustainable beekeeping activities in their area, some more so than others. The key research question is how the Maasai are faring with the introduction of beekeeping in their neighboring regions, specifically when they are yet to directly engage in such sustainable activities. It is assumed that self-efficacious individuals have greater confidence in their ability to successfully manage a situation. Hence, such individuals will be more willing to face this novel livelihood and engage in beekeeping initiatives. A study comprising two-hundred and thirty-five adults from a single Maasai community in the Arusha region in Tanzania was run. Maasai adults were made aware of what beekeeping is and then their self-efficacy and beekeeping intentions were measured. Results showed increasing levels of self-efficacy were associated with increased intentions to engage in sustainable beekeeping initiatives. Age was negatively correlated with beekeeping engagement intentions. Further, age moderated the effect of self-efficacy on beekeeping engagement intentions. Findings indicate identifying self-efficacious Maasai to advocate beekeeping in their villages would be crucial for improved community engagement.