Advances in Consumer Research
Issue 5 : 317-328
Original Article
Harnessing Ai For Sustainable Agriculture.
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1
Assistant Professor, Dayanadasagar College of Arts, Science and Commerce.
2
Associate Professor, Jain (Deemed to be University).
Abstract

The primary goal of this research is to determine how behavioral factors such as perceived utility, ease of use, and environmental consciousness influence AI technology adoption, as well as how AI Technology mediates the relationship between behavioral factors and sustainable organic farming. The study also investigates the moderating influence of government support in the relationship between behavioral characteristics and the adoption of AI technology in sustainable organic agriculture. The study followed a quantitative cross-sectional design. Convenience Sampling is used to identify financial service clients as a sampling unit. The concepts of AI, user innovativeness, understanding of financial services, and government support are measured using a standard questionnaire. To ensure the instrument's validity and reliability, CFA is used. Based on the results, it seems that PLS-SEM is the tool of choice for determining the interrelationships of various variables. This study found significant correlations between behavioural traits, AI adoption in organic farming, and sustainable agricultural techniques, underscoring the importance of individual and external factors in technology acceptance for sustainability. Because of its perceived ease of use, usefulness, and environmental sensitivity, farmers accepted AI. This shows that organic farmers will use AI technology if it is easy, helpful, and eco-friendly. The high correlation between behavioural attributes and AI adoption suggests that farmers' AI adoption is vital to sustainability. AI boosts resource efficiency and chemical use in sustainable agriculture. Government assistance moderates AI adoption and behavioural variables, showing policy initiatives can influence farmers' technology adoption intentions. Government subsidies, training, and incentives help organic farmers employ AI. Mediation research indicates behaviour influences AI adoption and sustainable farming. Positive AI behaviour can lead to sustainability, making AI crucial for sustainable agriculture. The study emphasises behavioural and policy support for AI's impact on sustainable organic farming.

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