Figure 2

Research model. This figure illustrates a research framework aimed at understanding the factors that influence farmers' decision to adopt agricultural green production technology (AGPT). The model identifies perceived ease of use (PEOU), perceived usefulness (PU) and perceived risk(PR) as key factors that impact farmers’ intentions to adopt AGPT. Information acquisition (IA) from digital multimedia sources and digital marketing (DM) initiatives are seen as influential in shaping PEOU, PU, and PR, which in turn affect the adoption intention. The hypothesis H4 posits that IA has an influence on adoption intention, while H4a, H4b, and H4c suggest that this effect is mediated through its impact on PEOU, PU, and PR, respectively. Similarly, H5 supports the direct influence of DM on adoption intention, with H5a, H5b, and H5c indicating mediation through PEOU, PU, and PR. The structure of this model illustrates the flow of influence from the information and marketing strategies employed, through the perceptions of the technology, to the ultimate adoption decision by farmers. The arrows denote the hypothesized pathways of influence.