Unravelling the determinants of organic paddy farming continuance intention in Indonesia under the SOR framework with the inclusion of the hedonic motive

The expansion of organic paddy cultivation as an environmental friendly practices among farmers is apparent; however, studies on its continuance intention during the post-adoption phase remain limited. This research on the intention to continue in organic paddy farming integrated elements from the Expectation Confirmation Model (ECM) and Technology Continuance Theory (TCT), situated within the Stimulus-Organism-Response (SOR) framework. Data were gathered from 345 organic paddy farmers and evaluated with Partial Least Square-Structural Equation Modelling (PLS-SEM). The results demonstrated that market factor, as stimuli, had a direct effect on perceived benefit and enjoyment but did not affect satisfaction. In addition, organisational support gave a significant impact on all organism aspects. While subjective norm affected satisfaction and perceived enjoyment, it did not substantially affect perceived benefit, suggesting that farmers should choose sustained advantages over succumbing to social pressures. Ultimately, the intention to continue was positively influenced by all constructs in the organism area, with perceived enjoyment as the hedonic motive surpassing satisfaction and perceived benefit. The effect sizes of the model's relationships ranged from small to medium. Furthermore, this study also revealed that environmental concern significantly moderated perceived enjoyment and continuance intention. The results underscore the imperative for policymakers to formulate strategies that maintain organic paddy farming, taking into account both external and internal factors.

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