Assessing the Farmers’ Decision on Neem-based Bio Pesticide Adoption in Tamil Nadu, India

Abstract

Objectives: The study aimed to examine the determinants influencing farmers’ intention and behaviour toward the adoption of neem-based bio pesticides in Tamil Nadu, India, by integrating the Protection Motivation Theory (PMT) and the Unified Theory of Acceptance and Use of Technology (UTAUT). Methodology: A descriptive research design was employed and data were collected during 2023-2024 using a structured interview schedule. The measurement and structural models were validated using Partial Least Squares Structural Equation Modelling (PLS-SEM). Reliability, convergent and discriminant validity were assessed and relationships among constructs were analysed through SmartPLS 4 with 5,000 bootstrap resamples. Sampling Method: A multistage random sampling technique was adopted to select 450 farmers from nine major agricultural districts of Tamil Nadu cultivating crops prone to pest incidence. Findings: The results revealed that coping appraisal strongly enhances adoption intention (β = 0.817, p < 0.001; f² = 0.482), followed by threat appraisal (β = 0.354, p < 0.001; f² = 0.168) and performance expectancy (β = 0.213, p < 0.05; f² = 0.046), while efficacy expectation negatively influences intention (β = –0.548, p < 0.001; f² = 0.120). Facilitating conditions positively support adoption (β = 0.102, p < 0.05; f² = 0.032), whereas social influence is non-significant (β = 0.035, p > 0.05; f² = 0.006). Adoption intention significantly mediates the relationship between motivational and contextual factors and actual adoption behaviour (β = 0.319, p < 0.001; f² = 0.165). The integrated model explains (77.50%) of variance in adoption intention and (62.00%) in actual behaviour (R²). Conclusion: The study concludes that farmers’ motivation to adopt neem-based bio pesticides largely depends on their confidence in coping ability and perceived performance benefits, whereas perceived complexity hinders adoption. Recommendation: Policy interventions should focus on enhancing farmers’ self-efficacy, simplifying product use, improving awareness through field demonstrations and ensuring market availability of quality neem-based bio pesticides to promote eco-friendly pest management practices in Tamil Nadu.