An Application of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Examining Farmers' Behavioral Attitude and Intention towards Conservation Agriculture in Bangladesh

Despite being widely advocated as a climate-smart farming system, the adoption of conservation agriculture (CA) among Bangladeshi farmers has remained surprisingly low. Evidence indicates that farmers' behavior regarding the adoption and continuation of CA is affected by their socioeconomic and psychological factors. This study combined the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) theories to examine the socio-psychological determinants of Bangladeshi farmers' behavior regarding the adoption of CA. The proposed model included both reflective and formative measurements. Based on data collected from 201 CA farmers, this research used a variance-based structural equation modeling (PLS-SEM) approach to test the model. The analysis showed that the components of this integrated model explained more variance (Intention: 48.9%; Attitude: 59.2%) than the original TAM framework (Intention: 45.8%; Attitude: 54.5%). Farmers' attitudes toward the continuation of CA were most influenced by the Relative Advantage (RA) of CA (beta = 0.337). The low level of Complexity (beta = 0.225) and Compatibility (beta = 0.273) of CA had a significant positive effect on attitude. In a campaign to encourage farmers to act more sustainably, interventions should emphasize CA's long-term benefits, such as its effects on soil, yield, and the environment.