An integrated model to assess the psychosocial determinants of the intention to adopt organic farming practices

Achieving the European objective of reaching 25% of agricultural land under organic farming by 2030 requires a deeper understanding of the underlying reasons behind territorial asymmetries in its adoption. This study examines the psychosocial, sociodemographic, and structural determinants influencing farmers’ intention to adopt agroecological practices. Building on the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) and incorporating elements from the Technology Acceptance Model (TAM), we propose an integrated framework that captures the rational, altruistic, and utilitarian motivations underpinning decision-making. The model was estimated using data from a survey of Andalusian farmers, a context characterized by high levels of organic farming adoption, through partial least squares structural equation modeling (PLS-SEM) and multi-group analysis. The results reveal a substantial balance between rational and moral dimensions, as attitudes and personal norms exerted an equivalent influence on behavioral intention. Within the normative block, findings confirmed that the attribution of responsibility mediates the relationship between awareness of consequences and personal norms, supporting a sequential moral activation process. Moreover, perceived usefulness strengthened attitudes and indirectly influenced intention, whereas perceived ease of use acted only as a secondary facilitator. Finally, the multi-group analysis showed that structural factors such as certification, subsidies, and professional experience reconfigure the psychological architecture of decision-making, underscoring the need for more segmented and adaptive agro-environmental policies. • Three theoretical frameworks (TPB, NAM, TAM) to explain adoption of ecological practices. • Attitude and personal norms equally influence the intention to adopt organic farming. • Rational and moral motivations combine as antecedents of intention. • The adscription of responsibility is confirmed as an intermediate variable in the model. • Demographic moderators influence the adoption of agricultural policies.