FARMERS AS A CONSUMERS: UTAUT WITH DUAL MODERATED MEDIATION MODEL

The purpose of the study is to determine the factors that affect the adoption and implementation of clean and energy efficient practices by farmers. For this reason, in line with the model developed within the scope of UTAUT, it was investigated whether two moderator variables (environmental concern, financial benefits) make a difference for clean and energy practices. Data were collected from 400 participants for clean production and 400 participants for energy-efficient production. The data obtained were analyzed with Process Macro model 4 and model 21 developed by Hayes. As a result, it was seen that the UTAUT variables had a significant effect on farmers' adoption intention in both data. In addition, the moderating effect of adoption intention on the relationship between UTAUT variables and usage behavior was proven. Furthermore, the effect of both moderator variables in the study was revealed. While environmental concern has a moderating effect between performance expectancy, effort expectancy and facilitating conditions and adoption behavior in the clean production. Financial benefits has a significant moderating effect between adoption intention and usage behavior for all four of the UTAUT variables in the energy efficient production.