Advancing occupational and environmental safety in greenhouse agriculture: an extended elaboration likelihood model of safety technology adoption

Cleaner greenhouse production depends not only on advanced technologies but also on producers’ adoption of safety innovations that protect workers, consumers, and environmental quality. Despite their importance, safety technologies remain under-adopted compared with productivity-oriented innovations, particularly in developing-country agricultural systems. Existing adoption models provide limited explanation of this paradox because they focus primarily on behavioral outcomes rather than the cognitive mechanisms underlying information evaluation under conditions of occupational, regulatory, and market risk. To address this gap, this study develops and empirically tests an extended Elaboration Likelihood Model (ELM) incorporating perceived risk as a key antecedent of motivation, cognitive ability, and attitude formation. Primary data were collected through a structured questionnaire survey administered to greenhouse owners and managers operating automated or semi-automated production systems in Iran. Using a stratified random sampling approach, 119 valid responses were obtained from major greenhouse production regions. The sample represents technology-exposed producers engaged in commercial greenhouse cultivation. Results from Partial Least Squares Structural Equation Modeling indicate that attitude is the strongest predictor of intention to adopt safety technologies. Perceived risk does not directly influence intention but operates through indirect cognitive pathways by increasing motivation and perceived ability to process information, which activate central and peripheral persuasion routes. While central-route processing leads to systematic evaluation of safety technologies, peripheral cues remain influential under conditions of limited cognitive engagement. Increased motivation reduces reliance on heuristic cues, reinforcing the importance of informed decision-making. These findings highlight the importance of integrated interventions combining risk communication, capacity building, credible endorsements, and supportive policy instruments to promote safer and more sustainable greenhouse production systems.