Promoting the Adoption of Agricultural Green Production Technologies for Sustainable Farming: A Multi-Attribute Decision Analysis

Stakeholders have become worried about the environmental problems of agricultural production activities. Therefore, there is pressure on smallholder farmers to observe environmental regulations and embed sustainable green technologies in their production. The literature on green production has thoroughly emphasized the critical role of behavioral factors in adopting environmental sustainability practices. We develop a probabilistic linguistic preference selection index method to assess the behavioral constructs that promote the adoption of agricultural green production technologies (AGPTs) among smallholder rice farmers in an emerging economy. The result shows that the five most-important factors promoting the adoption of AGPTs include knowledge (0.828), perceived cost and benefit (0.819), descriptive norm (0.810), moral and environmental concern (0.809), and injunctive norm (0.807). The study findings offer insightful directions for examining rice farmers’ decisions on the adoption of AGPTs. Our findings imply that policymakers should consider multiple behavioral factors when designing policies that promote AGPTs. This study enriches farmers’ adoption decisions by modeling the uncertainties in the decision-making process