Abstract

The goal of this paper is to show how culture – shared norms and values – is challenged and used to facilitate cooperative behavior within the context of farmer field schools (FFS) in central Luzon, Philippines. The success of the FFS is primarily associated with cultural norms that encourage experiential and collective learning and eventually lead to the adoption of integrated pest management (IPM) methods among the farmers. The study was conducted in central Luzon, the rice granary region of the Philippines, from 1992 to 1995 and again in 1999. Both qualitative and quantitative research methods were employed. Results indicate that a keen understanding of Filipino culture and values is essential if FFS is to be successful and if farmers are to successfully learn and practice IPM