TAF PUBLISHING

This cross-sectional, quantitative study investigates the intricate relationships between farmers' attitudes towards agriculture, sustainable farming practices, and the application of planned behavior theory, and how these factors are associated with their attitudes towards agriculture production and attachment. Additionally, the study explores the mediating and moderating roles of agriculture knowledge and technology adoption behavior. A sample of 373 farmers was collected through convenient sampling, and the data was analyzed using SmartPLS. The findings reveal several significant relationships and dynamics within the agricultural context. First, the study demonstrates that farmers' attitudes toward agriculture significantly influence their attitudes toward agriculture production, emphasizing the pivotal role of personal attitudes in shaping production-related decisions. Furthermore, attitudes towards agriculture also have a substantial impact on farmers' attachment to the agricultural domain, highlighting the emotional dimension of their connection to the profession. Sustainable farming practices emerged as a crucial factor, significantly affecting both attitudes towards agriculture production and attachment. This underlines the growing importance of eco-friendly and resource-efficient agricultural methods in shaping not only production processes but also farmers' emotional ties to the industry. Planned behavior theory, applied within the framework of this study, offers valuable insights into the interplay of attitudes, subjective norms, and perceived behavioral control in influencing farmers' intentions and behaviors related to agriculture. This theoretical framework helps to explain the underlying motivations and decision-making processes of farmers in the agricultural context.