Are perceived soil erosion risks sufficient to drive vetiver system technology adoption? Insights based on TAM-PMT integrated framework

This study examines whether perceived soil erosion risks are sufficient to drive the adoption of Vetiver System Technology (VST) for soil and water conservation, employing an integrated framework based on the Technology Acceptance Model (TAM) and Protection Motivation Theory (PMT). Using survey data from 561 Filipino farmers in Cebu Province, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the study explores key determinants of adoption, such as perceived severity, vulnerability, response efficacy, response cost, perceived ease of use, and perceived usefulness. Findings reveal that perceived usefulness is the strongest predictor of adoption, followed by response efficacy and perceived severity, with perceived ease of use indirectly influencing adoption via usefulness. While perceived soil erosion risks (severity and vulnerability) are significant, they are not sufficient on their own; practical factors like usefulness and efficacy play a more decisive role. Interestingly, response cost did not significantly deter adoption, suggesting the importance of demonstrating benefits and providing practical implementation support. Further analysis highlights the moderating role of demographic factors, including age, gender, and education, on these relationships. The study underscores the need for tailored interventions, awareness campaigns, and training programs to enhance VST adoption, particularly in resource-constrained settings. By integrating TAM and PMT, this research advances understanding of dynamic factors influencing sustainable technology adoption and provides actionable insights for policymakers and stakeholders in developing countries. It highlights the critical need to align motivational and usability factors with environmental conservation goals to effectively address soil erosion challenges.