Understanding factors affecting non-participants’ interest in community-supported agriculture

Abstract

Community-supported agriculture (CSA) has emerged as a viable solution for addressing the agricultural challenges faced by countries like Indonesia. This study uses the well-established unified theory of acceptance and use of technology (UTAUT2) model to examine the interest in CSA of potential customers in Indonesia. A standardized questionnaire was distributed to 1200 respondents, and the data were analyzed using structural equation model-partial least square (SEM-PLS) in SmartPLS 4.0 software. The results capture potential CSA consumer interest and will help to improve CSA development strategies in Indonesia. The model explains 44.4% of customers’ intentions, and identifies performance expectancy as the decisive factor in customers’ willingness to participate in CSA. Performance expectancy (0.292), hedonic motivation (0.262), social influence (0.259), and facilitating conditions (0.086) positively influence customers’ interest in participating in a CSA program. The adoption of CSA programs by both farmers and customers could be increased by implementing regulations that provide tax incentives and subsidies, offering training on sustainable farming practices, facilitating the establishment of distribution channels, and establishing guidelines for fair price and quality standards. This study shows the high potential for the implementation of CSA in Indonesia. It could also be used as a foundation for the development of new policies regarding sustainable agriculture markets in Indonesia.