EU accession means reaching EU standards, and the agricultural sector will expectedly be one of the key areas that will require adjustment in the case of Macedonian farmers. This paper is investigating the factors that motivate farmers to a certain planned adjustments, in order to provide further existence. This problem is addressed through the lenses of the theory of planned behaviour, by the use of factor analysis and stepwise regression. The results showed the perception of the market as the strongest motivational factor, and as such it should be used when designing the educational/informational approaches to farmers.


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