Attitude components affecting adoption of soil and water conservation measures by paddy farmers in Rasht County, Northern Iran

Abstract

Water and soil conservation measures (WSCM) can increase productivity while making agricultural systems more sustainable. In this study, we upgraded the existing knowledge on WSCM by presenting a framework that combines two conceptual models illustrating the importance of farmers’ attitude and their initial trust in adopting WSCM. We used two prominent models for adopting new technologies, viz. Unified Theory of Acceptance and Use of Technology (UTAUT) and Initial Trust Model (ITM). The developed model was investigated in the Lasht-e-Nash area, located in northern Iran. The number of paddy farmers involved in the study was determined through a sample size calculator for structural equation models (SEM). At the same time, stratified random sampling was used to identify the 538 paddy farmers. Meanwhile, the partial least squares (PLS) method was used to evaluate the components in the conceptual model, while bootstrapping method was chosen to assess the path coefficients. Among the components that directly affected the adoption of WSCM, the initial trust had the greatest effect. Furthermore, among the factors that indirectly affected the adoption of conservation measures, the component of effort expectancy had the greatest impact. This article provides valuable findings to agricultural decision-makers and companies implementing WSCM. Also, for researchers, this article highlights the importance and usefulness of integrating the two models of UTAUT and ITM to get a more comprehensive conceptual model for exploring the acceptance of new technologies and measures in agriculture.