Exploring behavioral determinants of sustainable agricultural practices adoption in Morocco: Evidence from PLS-SEM

This study investigates the drivers of sustainable agricultural practices (SAPs) adoption in Morocco by using Partial Least Squares Structural Equation Modeling (PLS-SEM) on survey data from 402 farmers. The model examines the effects of attitudes (AT), subjective norms (SN), perceived behavioral control (PBC), and knowledge (KN) on actual adoption behavior. The results show that attitude is the strongest positive predictor of SAP adoption, while knowledge contributes indirectly by shaping attitudes. Subjective norms also influence adoption, although their effect is modest and negative, suggesting that farmers may perceive caution or mixed messages regarding SAP use. Perceived behavioral control does not significantly affect adoption in this context. The findings highlight the importance of psychological and social processes in shaping farmers’ decisions and demonstrate that technical knowledge alone is insufficient to drive behavioral change. Clear policy implications emerge from this analysis. Extension programs should prioritize strengthening positive attitudes by showcasing local demonstrations, communicating tangible benefits, and offering risk-reducing incentives. Farmer training initiatives should integrate social learning mechanisms, such as peer-to-peer exchanges and cooperative-based activities, to leverage community influence and ensure equitable access to information. Policymakers seeking to scale SAP uptake should therefore invest in both informational outreach and social infrastructure, recognizing that behavior change in agriculture is fundamentally shaped by farmers’ beliefs, motivations, and social environments.