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This study aims to explore the factors driving the adoption of sustainable agri-food practices, focusing on the roles of education and gender.

What drives the adoption of sustainable agri-food system practices: a PLS-SEM approach through the lens of diffusion of innovation theory and theory of planned behaviour

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This study aims to explore the factors driving the adoption of sustainable agri-food practices, focusing on the roles of education and gender.
Employed multistage random sampling across three agroecological zones in Himachal Pradesh.
Utilized PLS-SEM to validate the adoption model based on DOI and TPB.
Examined the moderating roles of education and gender on adoption behaviour.
Social interactions and economic factors significantly influence adoption behaviour.
Education and gender moderate the relationship between trialability and adoption, affecting perceived benefits.
Gender does not significantly affect the moderating impacts of economic, social interactions, and technical factors on adoption.

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Randomized trial examines adoption of sustainable agri-food practices, highlighting education and gender implications.

Sharma et al. (2026) studied this question.

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