Agricultural technology plays a vital role in increasing agricultural productivity. It helps in reducing input costs, enhancing the farmer’s income, and making agriculture sustainable. Government organizations put a lot of effort into promoting new agriculture technologies to make agriculture profitable. Despite all the benefits, the farmers in developing countries show a very slow response to adapt to new technologies. This study attempts to investigate the factors that characterize the low adoption rate of the technology in India. Survey data from 338 farmers is collected in physical mode via random stratified sampling approaches using a self-administered questionnaire. A parallel mediation model is used to inspect the effects of agronomic practices, awareness, and attitude on the adoption of fertilizer technologies among farmers. Also, a separate correlation analysis is carried out to obtain the relationship between independent and dependent variables. The analysis showed a strong positive direct effect of awareness on adoption, indicating increased awareness plays a crucial role in driving technology adoption among farmers. The study found a negative direct impact of attitude on the adoption. A positive attitude might generally encourage the farmers to adopt new technology. Still, farmers with strong reservations about fertilizer technologies might be less likely to adopt them, even if they are aware of the technologies’ benefits. The findings of this study highlight the need to create awareness and address potential concerns about new technologies for better adoption.
Shukla et al. (2026) studied this question.