Integrating local wisdom and environmental awareness to promote organic farming intentions in Bali: An extension of the theory of planned behavior

The agricultural sector plays a critical role in achieving the Sustainable Development Goals (SDGs). Bali, as one of Indonesia’s provinces, faces the challenge of low farmers intention to adopt organic practices. This study aims to explore the intention to engage in organic farming by extending the Theory of Planned Behavior (TPB) through the inclusion of environmental awareness as an antecedent of behavior. A mixed-method approach was employed, beginning with qualitative research to develop an environmental awareness measurement instrument grounded in the local wisdom of Sad Kṛti. Subsequently, a quantitative method was used to examine the causal relationships among the research variables. Based on data from 340 farmers across Bali, collected through interviews and surveys using structured questionnaires, the results revealed that both attitude and perceived behavioral control significantly influenced the relationship between Sad Kṛti-based environmental awareness and organic farming intention. In contrast, subjective norms showed no significant effect. The findings highlight the importance of environmental awareness campaigns that emphasize local wisdom values to foster positive attitudes and perceived control, ultimately enhancing farmers’ intentions toward organic agriculture.