Behavioural Intentions of Natural Farming Farmers to Adopt Digital Platforms for Purchasing Inputs: A Structural Equation Modeling-Based Multi-Group Analysis

Abstract

Natural Farming (NF) is a non-chemical agricultural practice that has gained traction in India since 2016. However, its expansion remains limited due to various challenges. This research investigates the determinants affecting Natural Farming (NF) farmers intention to use digital platforms for purchasing agricultural inputs based on gender by employing an extended framework of the Unified Theory of Acceptance and Use of Technology (UTAUT) with Performance Expectancy (PE), Effort Expectancy (EE), Facilitating Conditions (FC), Social Influence (SI), Personal Innovativeness (PI), Perceived Cost (PC), and Perceived Risk (PR) as constructs. 795 valid responses were collected from the NF farmers in the state of Andhra Pradesh, India, and analysed using Measurement Invariance of Composite Models (MICOM) and Partial Least Squares-Structural Equation-based Multi-Group Analysis (MGA). The MICOM procedure confirmed partial measurement invariance, allowing for MGA based on gender. Results indicate that PE and PI significantly impact adoption for both genders, while FC influences only males. These findings highlight the need for gender-specific digital adoption strategies, emphasizing performance benefits, innovation readiness, and access to technological services to enhance digital adoption among NF farmers.

Keywords: Natural Farming (NF), Digital platforms, Measurement Invariance of Composite Models (MICOM)

DOI: 10.54941/ahfe1006036