Adoption Attitudes Toward Technological Interventions In Organic Farming: Insights Through The Lens Of Diffusion Of Innovation Theory

Abstract

The paper examines innovation attributes and their influence on farmers’ behavioral intention to adopt technological interventions in organic farming. To achieve research objectives, a combination of Everett M. Rogers' (1962) Diffusion of Innovation (DOI) and Fred Davis’s (1986) TAM was employed. Research hypotheses were established based on a literature review. Five innovation adoption attributes suggested by Rogers were modified in the context of organic farming and were used in the survey questionnaire design and data analysis. The findings revealed that perceived innovation attributes have a significant relationship with behavioral intention to adopt technological intervention in organic farming. Results reveal that Relative Advantage, Compatibility, and observability exhibit positive relations, whereas complexity and trialability demonstrate a negative relationship. The significance of this research arises from the lack of studies integrating the Innovation Diffusion Theory (IDT) and the Technology Acceptance Model (TAM) within the context of organic farming. Furthermore, it contributes to the limited body of literature addressing the factors influencing the adoption of innovative technologies.