The impact of integrative literacy programs on rural people's intention to engage in income-generating activities: An analysis of motivational factors in light of the Theory of Planned Behavior

To improve the socio-economic situation of rural women, integrative literacy programs (ILP) in Morocco have been designed exclusively for them. Consequently, this study focuses specifically on rural women. This choice is directly linked to the objectives of these programs, which aim to address the specific needs of economically marginalized rural women. The study contributes to existing literature by applying the Theory of Planned Behavior (TPB) to analyze the motivational and behavioral impacts of ILP on income-generating activities (IGAs). Data from 460 rural Moroccan women who participated in these programs were analyzed using a generalized linear model (GLM) with a Gamma distribution to account for data heteroscedasticity and skewness. The findings indicate that ILP has a significant and positive impact on rural women's attitudes toward IGAs, subjective norms, and perceived behavioral control. However, the reduction of cultural pressures (RCULT) is not statistically significant, suggesting persistent societal barriers. Additionally, the study highlights the need for long-term evaluations to assess the sustainability of ILP impacts. The results have policy implications: supporting and expanding ILP can enhance the economic inclusion of rural women and break the cycle of poverty.