Drivers of Farmers Satisfaction and Loyalty at Agricultural Exhibitions in Uganda: An Integrated Theoretical Approach

Agricultural exhibitions increasingly serve as platforms for disseminating innovations and bridging the farmer-researcher gap. However, limited empirical evidence exists on how such exhibitions shape farmers’ satisfaction and their subsequent loyalty to exhibiting research institutions. This study examines the psychosocial and organizational determinants of farmers’ satisfaction with the National Agricultural Research Organisation (NARO) following technological exposure at the Jinja Agricultural Show in Uganda, and assesses whether such satisfaction translates into institutional loyalty. Survey data from 300 event attendees (farmers) were analyzed using structural equation modeling (SEM). Results indicate that intrinsic motivation (β = 0.228, p < .001), self-efficacy (β = 0.369, p < .001), and peer approval (β = 0.330, p < .001) significantly enhance satisfaction, whereas perceived behavioral control has a significant negative effect (β = -0.326, p < .001). Satisfaction negatively predicts loyalty (β = -0.118, p = .041), suggesting that although farmers value NARO demonstrations, they may prefer to obtain technologies from commercial vendors rather than maintain loyalty to the research institution. Extrinsic motivation and push-pull motives did not significantly predict satisfaction. These findings refine Self-Determination Theory, the Theory of Planned Behavior, and Organizational Support Theory by demonstrating that satisfaction in agricultural exhibitions is primarily driven by internal and social factors, whereas loyalty is shaped by broader institutional visibility and post-event reinforcement. Practically, the study highlights the need for co-branding with technology vendors, stronger post-event support pathways, and peer-driven engagement mechanisms to enhance farmer loyalty to research institutions.