The economic miracle and the steady growth in the country's population have brought about an increased in the demand for non-agricultural lands. Land use conversion has been proceeding in site-specific areas in selected regions of the country. A similar situation is also happening in San Jose City where increasing rate of land use conversion is occurring on specific locations. Specifically, "linear development" pervades the city and increasing rate of land use conversion is happening along the major road networks of the city outside the zoning coverage area. It appears however, that the city government lacks the effective land use conversion policy to regulate or direct and guide these land conversion. The absence of these policies could promote land use conversion and its consequences on food security and traffic congestion. The concern of the study is premised within the context that it is only through an effective land use policy intervention focused on the individual land owners that the local government can eventually provide a lasting solution to the challenges of unregulated land use conversions. The study focuses on individual landowners and the factors that influence their land use conversion intention. A factor model with three factors representing the variables affecting the landowner's land use conversion intention is calibrated.
