Shifting to urban agriculture? Exploration of Malaysian adoption of hydroponic

Purpose This study investigates the factors influencing Malaysian urbanites' intentions and adoption of hydroponic farming to address urban food security in Malaysia, where rapid urbanization has reduced available land for traditional agriculture. Design/methodology/approach By applying the Unified Theory of Acceptance and Use of Technology (UTAUT), an online survey collected responses from 250 urban residents across various regions applying convenience sampling method. The collected data were analysed using partial least squares structural equation modelling (PLS-SEM). Findings Findings indicate that attitude and hydroponic compatibility significantly impact adoption intentions, while both perceived trust and adoption intention strongly influence actual adoption. The results of this study indicate that attitude (AT), hydroponic compatibility (HC) and perceived trust (PT) significantly influence the intention (IT) to adopt hydroponic farming, notably, PT has a substantial effect size (f2 = 0.402). Additionally, intention (IT) significantly impacts actual adoption (AD) of hydroponic farming, with a medium effect size (f2 = 0.192). However, performance expectancy (PE), effort expectancy (EE) and social influence (SI) did not significantly impact adoption intentions. Research limitations/implications Theoretically, this study extends the UTAUT model by integrating cognitive factors – attitude, hydroponic compatibility and perceived trust enhancing its applicability in urban agriculture. Practically, it provides actionable insights for policymakers and marketers to design targeted campaigns and support systems to boost hydroponic farming adoption in urban Malaysia. Originality/value These insights offer a framework for advancing urban agricultural practices, helping practitioners, policymakers and marketers to effectively promote sustainable hydroponic farming initiatives in developing urban areas.