Exploring the Potential and Limits of Green and Sustainable Agribusiness Practices as a Driver of Environmental Management

ABSTRACT Sustainability in agriculture balances food production and food security aspects while addressing environmental and economic concerns. The study aims to identify and conceptualize the critical green and sustainable agricultural practices and expound on the drivers and barriers associated with their adoption. Data collection through open‐ended essay questions allowing participants to use their frame of reference to share nuanced perspectives on drivers and barriers of sustainable agribusiness practices has sought answers from agribusinesses, experts, and the farming community. It identifies aspects of sustainable agricultural practices drivers and barriers through the lens of the diffusion of innovation theory as that has the potential to promote the diffusion of innovation boosting the adoption of sustainable agricultural practices. The study's findings reveal the adoption readiness metrics based on the perceived attributes of innovation concerning perceived benefits, alignment with values and needs, perceived difficulty, opportunity for experimentation, and visible benefits to others that can help address the innovation diffusion complexities. The study contributes to the existing literature by bringing forth the sustainable agricultural practices adopted by the farmers and the agribusinesses, wherein climate resilience and adaptation, cost savings, health and safety, market competitiveness, ecosystem protection, and social and community engagement along with government support have a bearing on why climate‐smart practices are essential. This research advances sustainable agricultural practices by suggesting that transitioning to sustainable practices requires upfront costs, knowledge, and training‐based technology implementation backed by ample infrastructure enabled through policy. The novel study confirms the vital role of macrolevel factors in the task and functional‐level environments in realizing strategic agricultural sustainability objectives.