Factors Driving Intention to Adopt Sustainable Farming Practices in India: An Empirical Analysis

Purpose- Despite the benefits of sustainable farming, the uptake of sustainable agricultural methods falls short of the targets set by the 2030 Sustainable Development Goals. This study seeks to examine the determinants influencing farmers' adoption intentions for sustainable farming practices in Rajasthan, India. Design/methodology/approach- The data was collected from 400 farmers available in 29 villages of Rajasthan India using convenience sampling. Structural equation modelling using SMART PLS4 was applied on data reliability, validity, and testing of hypotheses using measurement model and structural model. Findings- The analysis revealed that farmers' intentions to embrace sustainable farming are influenced by perceived usefulness, perceived ease of use, personal moral norm, relative advantage, and social influence. However, there was little empirical evidence to support influence of government support and awareness on farmers' intentions to adopt sustainable farming. Research Implications- The research improves the understanding of the farmer’s decisions to adopt sustainable practices by exploring critical influencing factors. It extends the Theory of Planned Behaviour by incorporating additional factors. Originality- The study contributes to the existing literature on sustainable agriculture by providing original research regarding the intention of farmers to adopt sustainable farming practices in India using survey data. The study focuses on farmer motivation or perception as opposed to previous research which majorly focuses on economic or technological aspects of adopting sustainable farming practices. Practical Implications- The conclusions drawn from this research provide practical recommendations for those involved in agricultural policy and outreach, while also suggesting future research directions to further elucidate the dynamics of sustainable farming adoption.