Factors influencing FinTech adoption in the agrarian sector of developing economies: bridging technology, finance and policy for sustainable development

Purpose This study aims to examine the factors influencing financial technology (FinTech) adoption among Indian farmers by extending the Unified Theory of Acceptance and Use of Technology (UTAUT), with behavioral intention as a mediating mechanism. Design/methodology/approach A quantitative cross-sectional survey was conducted among 461 farmers across nine districts of Uttar Pradesh, India. Data were analyzed using structural equation modeling and multigroup analysis. Findings Facilitating conditions and habit significantly influence behavioral intention, which strongly drives actual FinTech adoption. Behavioral intention mediates these relationships. Multigroup analysis shows that the behavioral intention–adoption relationship remains stable across gender, age and farm size, although demographic characteristics influence antecedent effects. Practical implications Policymakers, financial institutions and FinTech providers should develop intention-focused, demographically sensitive strategies emphasizing digital literacy, accessibility and enabling infrastructure. Social implications Greater FinTech adoption can reduce rural financial exclusion, strengthen economic resilience and support inclusive rural development, contributing to the Sustainable Development Goals. Originality/value This study extends UTAUT by demonstrating how behavioral intention translates enabling conditions and habitual technology use into actual FinTech adoption among farmers.