The role of personal norms in farmers’ safety practices: Protective equipment use in pesticide handling

Farmers’ use of personal protective equipment (PPE) during pesticide handling has been studied, but factors shaping this behavior can vary considerably. Farmers’ intention to use PPE in pesticide handling and observed protective behavior were studied using the norm activation model (NAM). Data analysis was conducted using descriptive statistics, Spearman’s correlation, multiple linear regression, and binary logistic regression models. Almost fifty-nine (58.9%) of farmers showed unsafe behavior regarding PPE use. Intention to use PPE was low (mean: 2.415 on a 1–5 scale) and positively associated with observed protective behavior. Regarding NAM constructs, farmers showed moderate personal norms (mean: 3.027), slightly lower awareness of the consequences associated with not using PPE (mean: 2.888), and relatively weak ascription of responsibility (mean: 2.741) for reducing those consequences. Personal norms significantly predicted both intention and observed protective behavior (P < 0.01). In turn, awareness of consequences and ascription of responsibility were significant positive predictors of personal norms, supporting the applicability of NAM for understanding PPE-related behavior. Further analysis indicated that personal norms were negatively associated with age and farm size (P < 0.01), suggesting weaker norms among older farmers and those managing larger farms. Conversely, education was positively correlated with personal norms (P < 0.01). Overall, personal norms played a central role in shaping PPE use, with their relationship influenced by recognition of the risks of non-use and acceptance of responsibility for mitigating them. Enhancing communication about pesticide risks and emphasizing the importance of PPE may help strengthen personal norms and promote safer PPE-related practices.