Sustainable Decision-Making: Modeling Adoption Intention of Low-Carbon Agricultural Practices by Farmers

This study explores what motivates farmers in Fars Province, Iran, to consider adopting LCA practices, with a focus on behavioral, moral, and institutional influences. Data were collected from 386 farmers selected through stratified random sampling and analyzed using Structural Equation Modeling (SEM) in Smart Partial Least Squares (PLS) 3. The results confirmed that the measurement model was reliable and valid, and the structural model showed strong explanatory power, explaining 76% of the variance in adoption intention (R2 = 0.766) and 64% in moral norms (R2 = 0.642). Farmers’ intentions were significantly shaped by attitude (β = 0.210, p < 0.001), perceived behavioral control (β = 0.175, p < 0.001), moral norms (β = 0.307, p < 0.001), policy support (β = 0.202, p = 0.003), and perceived climate risk (β = 0.176, p < 0.001). In contrast, subjective norms and trust in institutions did not directly influence intention, although trust strongly strengthened moral norms (β = 0.387, p < 0.001). In general, the findings highlight that farmers’ decisions are shaped not only by practical and economic considerations but also by their sense of responsibility, confidence in their abilities, and perceptions of climate risk and institutional support. The study contributes to sustainability research by integrating moral and institutional perspectives into behavioral models and offers practical insights for policymakers to support the transition toward low-carbon, climate-resilient agriculture in Iran.