Title: Seeding sustainable practices: a value-attitude-behaviour analysis of farmers green innovation adoption

Authors: Geetha Krishnan; Naga Venkata Raghuram Jeedigunta

Addresses: VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamilnadu-632014, India ' VIT Business School, Vellore Institute of Technology (Deemed to be University), Vellore, Tamilnadu-632014, India

Abstract: This study intends to investigate the impact of egoistic and altruistic values, farmers' attitudes, and green innovation adoption behaviour using the value-attitude-behaviour framework. Altruistic value was represented by environmental concern, while egoistic value was represented by health concern. The researchers utilised purposive sampling to collect data from 211 farmers through a self-administered questionnaire survey. Structural equation modelling (SEM) was utilised to test the conceptual model. The results show that altruistic and egoistic values influence farmers' green innovation adoption behaviour. Further research revealed that the association between both types of values and farmers' green innovation adoption behaviour was mediated by attitude. These research findings have important implications for promoting sustainable agricultural practices and contribute to advancing environmental psychology and sustainable development theories. This study is one of the early attempts made in India to comprehend the significance of egoistic and altruistic values in relation to farmers' green innovation adoption behaviour.

Keywords: green innovation; altruistic value; egoistic value; health concern; environmental concern.

DOI: 10.1504/IJSAMI.2025.145309

International Journal of Sustainable Agricultural Management and Informatics, 2025 Vol.11 No.2, pp.133 - 147

Received: 22 Nov 2023
Accepted: 18 Jan 2024
Published online: 31 Mar 2025 *

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