Exploring behavioural intentions behind biochar technology adoption in agriculture

This study examines Northern Italian farmers' intentions to adopt biochar by applying the Technology Acceptance Model and an extended specification tailored to sustainability contexts. A cross-sectional telephone survey of farmers (n = 131) was analysed using partial least squares structural equation modelling. We estimate a baseline model that includes perceived usefulness, perceived ease of use, subjective norm, image, job relevance, output quality, and result demonstrability, as well as an extended model that adds climate-change awareness, perceived economic value (price–value), and perceived external control/support. Across specifications, intention to adopt is positively related to perceived usefulness and perceived ease of use. In the extended model, the economic value proposition emerges as the most salient antecedent of perceived usefulness, with additional contributions from output quality, result demonstrability, and awareness of climate change. By contrast, social-influence pathways (subjective norm, image) are weak or inconsistent. The exploratory findings suggest that, in a voluntary setting with generally low prior knowledge, farmers' intentions are most consistent with instrumental, value-for-money judgments and the perceived simplicity of implementation, rather than social endorsement. Interpretations are correlational and are bound to a sample of Northern Italian farmers. Practical implications include demonstrating credible agronomic and economic benefits, reducing perceived complexity, and ensuring visible support for early adopters. Future research should validate these patterns longitudinally and in other countries and awareness stages.