The Role of Organizational Support and Behavioral Control in Shaping Visitors’ Willingness to Buy Innovations at Agricultural Shows in Uganda

Agricultural shows provide a platform for showcasing research innovations, yet the factors influencing visitors’ willingness to buy these innovations remain unclear. This study examined the impact of organizational support, behavioral control, intrinsic and extrinsic motivation, and social norms on visitors’ buying intentions. Using Self-Determination Theory (SDT), the Theory of Planned Behavior (TPB), and Organizational Support Theory (OST), a structural equation modelling approach (SmartPLS 4) was applied to survey data from 304 farmers who had attended the National Agricultural Show at Jinja in 2024. Findings revealed that perceived organizational support (β = 0.621, p = 0.009) and behavioral control (β = 0.96, p = 0.008) were the strongest predictors of visitors’ willingness to buy exhibited innovations. In contrast, intrinsic motivation, attitude, and social norms were not significant predictors. Ability to use the innovations partially mediated the influence of organizational support on willingness to buy exhibited innovations. The R2 value showed a strongly prediction power of the model (R2 = 0.631; p = 0.001).It can be concluded that institutional engagement, systematic support via post-event training, and hands-on learning experiences are more effective in driving willingness to buy innovations at shows than motivation-based strategies. Policymakers and extension agents should prioritize structural and organizational factors when promoting evidence-based agricultural innovations via planned agricultural events.