Analyzing the impact of intelligence and technological factors on farmers' sustainable purchasing behavior

With the increased environmental awareness and health consciousness in recent eras, a positive shift has occurred towards building a sustainable green culture. Therefore, agriculture as the primary pillar of our ecosystem needs to change to be sustainable. Farmers are the critical pillar of the agriculture system, so they need to be sustainable in their decision-making and behavior. The primary purpose of this research is to explore the farmers' intentions about purchasing sustainable products by applying the extension model of the Theory of Planned Behavior while integrating the effect of the Triarchic Theory of Intelligence. Data is collected through 183 usable surveys in rural areas, explicitly covering agriculture-dominated India's eastern, northern, and central zones. The empirical findings show that a farmer's intelligence, which integrates analytical, creative, and practical intelligence, positively affects attitude, subjective norms, and perceived behavioral control. Further, the farmers' attitudes, social norms, and perceived behavioral control positively influence their intention, continually developing their sustainable purchasing behavior and providing a positive directional change for purchasing sustainable products for farming. The study also includes the effect of technology and trust as controlling variables that positively affect sustainable procurement practices. Finally, this research analysis provided managerial insights to promote a green and sustainable culture at the ground level by transforming farmers' purchasing behavior. On a concluding note, this research would help analyze the factors influencing farmers' behavior in undertaking sustainable procurement practices.