Using a Technology Acceptance Model to test factors influencing farmers’ intention to perform result-based contract solutions

A major focus of the Europe’s “Green Deal” is the better delivery of public goods by agriculture. Improvements are expected by applying innovative agri-environmental contracts, e.g. based on results-based payments. For the implementation of such contract solutions, farmers’ willingness to participate is key to success. This empirical study determines factors influencing farmers’ intention to perform result-based contract solutions based on a Technology Acceptance Model (TAM). The direct and indirect relationships are tested by applying a Structural Equation Model (SEM) based on primary data of 235 Austrian farmers. Findings reveal that the intention to perform is significantly and directly driven by the attitude towards performing result-based contracts and by self-efficacy. Perceived usefulness and perceived ease of use are indirectly influencing the intention to perform via attitude. The subjective norm is influencing perceived usefulness directly and the intention to perform indirectly. Perceived risk is impacting perceived ease of use and therefore also indirectly impacting intention to perform. Our findings show, that especially for new voluntary AES, the socio-psychological constructs of farmers should be considered, which allows new levers in the design and successful introduction of these measures.