Behavioral Factors Influencing Agro-Ecological Strategy Adoption: A UTAUT-Based Analysis of Organic Farmers in Małopolska, Poland

The transition toward sustainable agriculture has increased interest in agroecological strategies (AS), which aim to reduce chemical inputs while enhancing environmental and socio-economic resilience. Despite growing policy support, adoption remains limited, suggesting that farmers’ behavioral intention (BI) alone may not fully capture the complexity of agroecological uptake. This study aims to identify and validate key behavioral constructs associated with farmers’ intention to use AS, applying the Unified Theory of Acceptance and Use of Technology (UTAUT) as a conceptual and measurement framework. A cross-sectional survey was conducted among 188 farmers engaged in agroecological farming in the Małopolska region of Poland. Confirmatory factor analysis (CFA) was employed to validate the measurement model and assess the reliability and validity of four latent constructs: Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FCs). Following model refinement, 17 measurement items were retained. All constructs demonstrated strong internal consistency and convergent validity (Composite Reliability > 0.85; Average Variance Extracted > 0.70). The highest standardized factor loadings were observed for “ease of learning” within EE (λ = 0.995), “reduction of production costs” within PE (λ = 0.990), and “access to organizational support” within FC (λ = 0.985). BI exhibited a very high factor loading (BI2, λ = 0.998), indicating strong commitment among current agroecological farmers. Descriptive findings further point to limited institutional participation and extension support, highlighting the prominence of structural conditions within the validated measurement framework. The main contribution of this study lies in the empirical validation of the UTAUT-based measurement instrument for agroecological contexts and in emphasizing the salience of institutional and facilitating dimensions in relation to farmers’ BI toward agroecological transitions.