IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v210y2025ics0040162524006589.html

Analyzing the impact of intelligence and technological factors on farmers' sustainable purchasing behavior

Author

Listed:
  • Mehta, Nikhil Kewal Krishna
  • Sharma, Rohit
  • Cruz, Angel Contreras
  • Daim, Tugrul U.

Abstract

With the increased environmental awareness and health consciousness in recent eras, a positive shift has occurred towards building a sustainable green culture. Therefore, agriculture as the primary pillar of our ecosystem needs to change to be sustainable. Farmers are the critical pillar of the agriculture system, so they need to be sustainable in their decision-making and behavior. The primary purpose of this research is to explore the farmers' intentions about purchasing sustainable products by applying the extension model of the Theory of Planned Behavior while integrating the effect of the Triarchic Theory of Intelligence. Data is collected through 183 usable surveys in rural areas, explicitly covering agriculture-dominated India's eastern, northern, and central zones. The empirical findings show that a farmer's intelligence, which integrates analytical, creative, and practical intelligence, positively affects attitude, subjective norms, and perceived behavioral control. Further, the farmers' attitudes, social norms, and perceived behavioral control positively influence their intention, continually developing their sustainable purchasing behavior and providing a positive directional change for purchasing sustainable products for farming. The study also includes the effect of technology and trust as controlling variables that positively affect sustainable procurement practices. Finally, this research analysis provided managerial insights to promote a green and sustainable culture at the ground level by transforming farmers' purchasing behavior. On a concluding note, this research would help analyze the factors influencing farmers' behavior in undertaking sustainable procurement practices.

Suggested Citation

  • Mehta, Nikhil Kewal Krishna & Sharma, Rohit & Cruz, Angel Contreras & Daim, Tugrul U., 2025. "Analyzing the impact of intelligence and technological factors on farmers' sustainable purchasing behavior," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    • Handle: RePEc:eee:tefoso:v:210:y:2025:i:c:s0040162524006589
    DOI: 10.1016/j.techfore.2024.123860
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162524006589
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2024.123860?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Lioutas, Evagelos D. & Charatsari, Chrysanthi & De Rosa, Marcello, 2021. "Digitalization of agriculture: A way to solve the food problem or a trolley dilemma?," Technology in Society, Elsevier, vol. 67(C).
    2. Ghisetti, Claudia, 2017. "Demand-pull and environmental innovations: Estimating the effects of innovative public procurement," Technological Forecasting and Social Change, Elsevier, vol. 125(C), pages 178-187.
    3. Joseph F. Hair & Marcelo L.D.S. Gabriel & Dirceu da Silva & Sergio Braga Junior, 2019. "Development and validation of attitudes measurement scales: fundamental and practical aspects," RAUSP Management Journal, Emerald Group Publishing Limited, vol. 54(4), pages 490-507, October.
    4. Passarelli, Mariacarmela & Bongiorno, Giuseppe & Cucino, Valentina & Cariola, Alfio, 2023. "Adopting new technologies during the crisis: An empirical analysis of agricultural sector," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    5. Adenle, Ademola A. & Sowe, Sulayman K. & Parayil, Govindan & Aginam, Obijiofor, 2012. "Analysis of open source biotechnology in developing countries: An emerging framework for sustainable agriculture," Technology in Society, Elsevier, vol. 34(3), pages 256-269.
    6. Paul Hart & Carol Saunders, 1997. "Power and Trust: Critical Factors in the Adoption and Use of Electronic Data Interchange," Organization Science, INFORMS, vol. 8(1), pages 23-42, February.
    7. Amir H. Pakpour & Cheng-Kuan Lin & Mahdi Safdari & Chung-Ying Lin & Shun-Hua Chen & Kyra Hamilton, 2021. "Using an Integrated Social Cognition Model to Explain Green Purchasing Behavior among Adolescents," IJERPH, MDPI, vol. 18(23), pages 1-16, December.
    8. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    9. Xie, Yu & Chen, Zhen & Boadu, Francis & Tang, HongJuan, 2022. "How does digital transformation affect agricultural enterprises’ pro-land behavior: The role of environmental protection cognition and cross-border search," Technology in Society, Elsevier, vol. 70(C).
    10. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    11. Taheri, Fatemeh & D'Haese, Marijke & Fiems, Dieter & Azadi, Hossein, 2022. "The intentions of agricultural professionals towards diffusing wireless sensor networks: Application of technology acceptance model in Southwest Iran," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    12. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    13. Annosi, Maria Carmela & Ráez, Rosa María Oliva & Appio, Francesco Paolo & Del Giudice, Teresa, 2022. "An integrative review of innovations in the agricultural sector: The roles of agency, structure, and their dynamic interplay," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    14. Mohr, Svenja & Höhler, Julia, 2023. "Media coverage of digitalization in agriculture - an analysis of media content," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    15. Mottaleb, Khondoker A., 2018. "Perception and adoption of a new agricultural technology: Evidence from a developing country," Technology in Society, Elsevier, vol. 55(C), pages 126-135.
    16. Ángel Acevedo-Duque & Alejandro Vega-Muñoz & Guido Salazar-Sepúlveda, 2020. "Analysis of Hospitality, Leisure, and Tourism Studies in Chile," Sustainability, MDPI, vol. 12(18), pages 1-20, September.
    17. Faith Samkange & Haywantee Ramkissoon & Juliet Chipumuro & Henry Wanyama & Gaurav Chawla, 2021. "Innovative and Sustainable Food Production and Food Consumption Entrepreneurship: A Conceptual Recipe for Delivering Development Success in South Africa," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    18. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    19. Phoebe Koundouri & Céline Nauges & Vangelis Tzouvelekas, 2006. "Technology Adoption under Production Uncertainty: Theory and Application to Irrigation Technology," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(3), pages 657-670.
    20. Damba, Osman T. & Ansah, Isaac Gershon Kodwo & Donkoh, Samuel A. & Alhassan, Amin & Mullins, Gary R. & Yussif, Kamaldeen & Taylor, Musah Salifu & Tetteh, Bright KD. & Appiah-Twumasi, Mark, 2020. "Effects of technology dissemination approaches on agricultural technology uptake and utilization in Northern Ghana," Technology in Society, Elsevier, vol. 62(C).
    21. Kotchen, Matthew J. & Reiling, Stephen D., 2000. "Environmental attitudes, motivations, and contingent valuation of nonuse values: a case study involving endangered species," Ecological Economics, Elsevier, vol. 32(1), pages 93-107, January.
    22. Adenle, Ademola A. & Wedig, Karin & Azadi, Hossein, 2019. "Sustainable agriculture and food security in Africa: The role of innovative technologies and international organizations," Technology in Society, Elsevier, vol. 58(C).
    23. Haywantee Ramkissoon, 2021. "Social Bonding and Public Trust/Distrust in COVID-19 Vaccines," Sustainability, MDPI, vol. 13(18), pages 1-6, September.
    24. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    25. Riandita, Andra, 2022. "To collaborate and innovate for sustainability: Food retailers and their external partners," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    26. Yang, Xin & Zhou, Xiaohe & Deng, Xiangzheng, 2022. "Modeling farmers’ adoption of low-carbon agricultural technology in Jianghan Plain, China: An examination of the theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    27. Spielman, David J. & Ekboir, Javier & Davis, Kristin, 2009. "The art and science of innovation systems inquiry: Applications to Sub-Saharan African agriculture," Technology in Society, Elsevier, vol. 31(4), pages 399-405.
    28. Afful-Dadzie, Eric & Lartey, Samuel Odame & Clottey, David Nii Klote, 2022. "Agricultural information systems acceptance and continuance in rural communities: A consumption values perspective," Technology in Society, Elsevier, vol. 68(C).
    29. Streimikis, Justas & Yu, Zhiqian & Zhu, Ning & Baležentis, Tomas, 2022. "Achievements of the European Union member states toward the development of sustainable agriculture: A contribution to the structural efficiency approach," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    30. Thomas, Rosemary J. & O'Hare, Gregory & Coyle, David, 2023. "Understanding technology acceptance in smart agriculture: A systematic review of empirical research in crop production," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    31. Szu‐Tung Lin & Han‐Jen Niu, 2018. "Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1679-1688, December.
    32. Mastrocinque, Ernesto & Ramírez, F. Javier & Honrubia-Escribano, Andrés & Pham, Duc T., 2022. "Industry 4.0 enabling sustainable supply chain development in the renewable energy sector: A multi-criteria intelligent approach," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    33. Dmytro Serebrennikov & Fiona Thorne & Zein Kallas & Sinéad N. McCarthy, 2020. "Factors Influencing Adoption of Sustainable Farming Practices in Europe: A Systemic Review of Empirical Literature," Sustainability, MDPI, vol. 12(22), pages 1-23, November.
    34. Ramayah, T. & Lee, Jason Wai Chow & Mohamad, Osman, 2010. "Green product purchase intention: Some insights from a developing country," Resources, Conservation & Recycling, Elsevier, vol. 54(12), pages 1419-1427.
    35. Gyawali, Buddhi R. & Paudel, Krishna P. & Jean, Rosny & Banerjee, Swagata “Ban”, 2023. "Adoption of computer-based technology (CBT) in agriculture in Kentucky, USA: Opportunities and barriers," Technology in Society, Elsevier, vol. 72(C).
    36. Zakaria, Abraham & Azumah, Shaibu Baanni & Appiah-Twumasi, Mark & Dagunga, Gilbert, 2020. "Adoption of climate-smart agricultural practices among farm households in Ghana: The role of farmer participation in training programmes," Technology in Society, Elsevier, vol. 63(C).
    37. Lachaud, Michée A. & Bravo-Ureta, Boris E., 2022. "A Bayesian statistical analysis of return to agricultural R&D investment in Latin America: Implications for food security," Technology in Society, Elsevier, vol. 70(C).
    38. Kalyuzhnova, Yelena & Azhgaliyeva, Dina & Belitski, Maksim, 2022. "Public Policy Instruments for Procurement: An Empirical Analysis," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    39. Hanson, Erik D. & Cossette, Max K. & Roberts, David C., 2022. "The adoption and usage of precision agriculture technologies in North Dakota," Technology in Society, Elsevier, vol. 71(C).
    40. Guo, Zhangdong & Chen, Xiaoqi & Zhang, Yongwang, 2022. "Impact of environmental regulation perception on farmers' agricultural green production technology adoption: A new perspective of social capital," Technology in Society, Elsevier, vol. 71(C).
    41. Pretty, Jules N., 1995. "Participatory learning for sustainable agriculture," World Development, Elsevier, vol. 23(8), pages 1247-1263, August.
    42. Mgendi, By George & Mao, Shiping & Qiao, Fangbin, 2022. "Does agricultural training and demonstration matter in technology adoption? The empirical evidence from small rice farmers in Tanzania," Technology in Society, Elsevier, vol. 70(C).
    43. Wu, Paul C.S. & Yeh, Gary Yeong-Yuh & Hsiao, Chieh-Ru, 2011. "The effect of store image and service quality on brand image and purchase intention for private label brands," Australasian marketing journal, Elsevier, vol. 19(1), pages 30-39.
    44. Li, Fanghua & Zang, Dungang & Chandio, Abbas Ali & Yang, Dongmei & Jiang, Yuansheng, 2023. "Farmers' adoption of digital technology and agricultural entrepreneurial willingness: Evidence from China," Technology in Society, Elsevier, vol. 73(C).
    45. Branka Dropulić & Zoran Krupka, 2020. "Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 99-113.
    46. Goulet, Frédéric, 2021. "Characterizing alignments in socio-technical transitions. Lessons from agricultural bio-inputs in Brazil," Technology in Society, Elsevier, vol. 65(C).
    47. K. Jöreskog, 1971. "Simultaneous factor analysis in several populations," Psychometrika, Springer;The Psychometric Society, vol. 36(4), pages 409-426, December.
    48. Sarstedt, Marko & Hair, Joseph F. & Ringle, Christian M. & Thiele, Kai O. & Gudergan, Siegfried P., 2016. "Estimation issues with PLS and CBSEM: Where the bias lies!," Journal of Business Research, Elsevier, vol. 69(10), pages 3998-4010.
    49. Omulo, Godfrey & Kumeh, Eric Mensah, 2020. "Farmer-to-farmer digital network as a strategy to strengthen agricultural performance in Kenya: A research note on ‘Wefarm’ platform," Technological Forecasting and Social Change, Elsevier, vol. 158(C).
    50. Song, Yuegang & Zhang, Bicheng & Wang, Jianhua & Kwek, Keh, 2022. "The impact of climate change on China's agricultural green total factor productivity," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    51. Behnam, Mohsen & Hollebeek, Linda D. & Clark, Moira K. & Farabi, Reza, 2021. "Exploring customer engagement in the product vs. service context," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    52. Martey, Edward & Etwire, Prince M. & Mockshell, Jonathan, 2021. "Climate-smart cowpea adoption and welfare effects of comprehensive agricultural training programs," Technology in Society, Elsevier, vol. 64(C).
    53. Ebrahimi Sarcheshmeh, Elaheh & Bijani, Masoud & Sadighi, Hassan, 2018. "Adoption behavior towards the use of nuclear technology in agriculture: A causal analysis," Technology in Society, Elsevier, vol. 55(C), pages 175-182.
    54. Mashi, Sani Abubakar & Inkani, Amina Ibrahim & Oghenejabor, Obaro Dominic, 2022. "Determinants of awareness levels of climate smart agricultural technologies and practices of urban farmers in Kuje, Abuja, Nigeria," Technology in Society, Elsevier, vol. 70(C).
    55. Mota, Joao & Santos, Jose Novais & Alencar, Raissa, 2023. "Intertwining innovation and business networks for sustainable agricultural systems: A case study of carbon-neutral beef," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    56. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jessica Müller & Ángel Acevedo-Duque & Sheyla Müller & Prateek Kalia & Khalid Mehmood, 2021. "Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    2. Leslier Valenzuela-Fernández & Manuel Escobar-Farfán & Mauricio Guerra-Velásquez & Elizabeth Emperatriz García-Salirrosas, 2023. "COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    3. Nekmahmud, Md. & Naz, Farheen & Ramkissoon, Haywantee & Fekete-Farkas, Maria, 2022. "Transforming consumers' intention to purchase green products: Role of social media," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    4. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    5. Changjoon Lee & Soyoun Lim & Byoungchun Ha, 2021. "Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(19), pages 1-16, October.
    6. Osrof, Hazem Yusuf & Tan, Cheng Ling & Angappa, Gunasekaran & Yeo, Sook Fern & Tan, Kim Hua, 2023. "Adoption of smart farming technologies in field operations: A systematic review and future research agenda," Technology in Society, Elsevier, vol. 75(C).
    7. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    9. Cindy G Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2021. ""Not tested on animals": How consumers react to cruelty-free cosmetics proposed by manufacturers and retailers?," Post-Print hal-03379593, HAL.
    10. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    11. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    12. Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    13. Han, Guang & Wang, Jingjing & Arbuckle, J.G. & Zhong, Jinhuan, 2026. "Understanding the adoption of precision agriculture technologies by farmers in China: Insights from the unified theory of acceptance and use of technology," Agricultural Systems, Elsevier, vol. 231(C).
    14. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    15. Zohra Ghali-Zinoubi, 2022. "Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors," Sustainability, MDPI, vol. 14(13), pages 1-17, July.
    16. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    17. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    18. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    19. Maleknia, Rahim & Hălălişan, Aureliu Florin, 2025. "Purchasing certified forest products to participate in sustainable forest management: Unveiling the drivers of consumers' intention," Forest Policy and Economics, Elsevier, vol. 178(C).
    20. Hsiao-Ping Chang & Chun-Chieh Ma & Han-Shen Chen, 2019. "Climate Change and Consumer’s Attitude toward Insect Food," IJERPH, MDPI, vol. 16(9), pages 1-17, May.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:210:y:2025:i:c:s0040162524006589. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.